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제목 The Secrets to Electronic Word-of-Mouth: How Companies Make their Facebook Posts Popular Researchers conduct big data analysis to identify those elements of Facebook marketing posts t
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작성일 2020.02.19 15:48:31 조회수 40
summary PRESS RELEASE The Secrets to Electronic Word-of-Mouth: How Companies Make their Facebook Posts Pop
prof. 신문방송학과 김태민 교수님

 

PRESS RELEASE

 

The Secrets to Electronic Word-of-Mouth: How Companies Make their Facebook Posts Popular

 

Researchers conduct big data analysis to identify those elements of Facebook marketing posts that get them better reach

 

Facebook posts have become a major marketing avenue for companies. So, knowing how to construct the most effective posts is extremely important. Recognizing this, a recent study by researchers at Incheon National University analyzes a large number of Facebook marketing posts and identifies what makes popular postswellpopular.


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With almost 2.5 billion monthly users, Facebook offers marketers a vast audience of consumers. But what elements of Facebook posts get them more positive attention? Photo credit: Shutterstock

 

 

“Word-of-mouth,” the process by which a message spreads among people who have not been exposed to its original version, is as old as human society. In today’s high-tech, connected world, word-of-mouth (WOM) continues to be a primary strategy in social media marketing, where it takes the name “electronic-word-of-mouth” or eWOM.

 

Research over the past two decades has suggested that engaging posts include informational elementsrich, possibly entertaining content, such as photos and videos; a corporate brand name, which allows the user to identify with known brands; and URL links and hashtags, which are likely to be considered useful informationand emotional elementsa positive attitude, which makes brands more endearing; and subjective opinions, which are “warmer” than cold, hard facts about a brand and encourage personal engagement. Moreover, the use of “social” words, such as “we” and “us,” can make the consumer feel included (unlike the isolated “I” and “me” or the othering “they” and “them”), inducing a more positive response.

 

To find out how true this is, a group of researchers led by Prof Taemin Kim from Incheon National University, South Korea, conducted computational analysis and text analysis on over 70,000 posts from the Facebook pages of 46 of the top Fortune 500 companies. Their ultimate goal, as Prof Kim explains, was to “provide marketers and advertisers with a guideline that would help them create more effective brand posts.”

 

They focused on the relationship between each of these informational and emotional elements of brand posts, and the likes and positive comments they elicited. The researchers found that, with the exception of URL links, all elements increased the number of likes for a given post. Also, post positivity was the only element whose increase reduced the number of positive comments it elicited.

 

This study, published in the Journal of Advertising Research, successfully consolidates the conjectures and observations of previous studies, adding much value to the literature. As Prof Kim says, “Our study provides statistical evidence for the suggestion that brand posts using multimedia content, brand names, a hashtag, and subjective and social terminology, are likely to garner more widespread attention and engagement on Facebook.” This knowledge would indeed help companies build marketing strategies that improve their branding in social media and social media outreach and make them relevant to a larger number of people.

 

 

Reference

Authors:

Taemin Kim1,*, Hyejin Kim2, and Yunhwan Kim3

Title of original paper:

 

How Do Bands’ Facebook Posts Induce Consumers’ E-Word-of-Mouth Behavior? Informational Versus Emotional Message Strategy: A Computational Analysis

Journal:

Journal of Advertising Research

DOI:

https://www.doi.org/10.2501/JAR-2019-027

Affiliations:

1Incheon National University

2DePaul University

3Hankuk University of Foreign Studies

 

*Corresponding author: taemin.kim@inu.ac.kr

 

 

About Incheon National University

Incheon National University (INU) is a comprehensive, student-focused university. It was founded in 1979 and given university status in 1988. One of the largest universities in South Korea, it houses nearly 14,000 students and 500 faculty members. In 2010, INU merged with Incheon City College to expand capacity and open more curricula. With its commitment to academic excellence and an unrelenting devotion to innovative research, INU offers its students real-world internship experiences. INU not only focuses on studying and learning but also strives to provide a supportive environment for students to follow their passion, grow, and, as their slogan says, be INspired.

 

 

Website: /mbshome/mbs/inuengl/index.html

 

 

 

About the author

Dr. Taemin Kim began his career in the field as an account executive at an advertising agency and as global brand manager at LG Electronics. He then went on to study for a PhD at the University of Minnesota and was appointed assistant professor at Fayetteville (North Carolina) State University in the US upon receiving his degree. At present, is an assistant professor of mass communications at Incheon National University, Incheon, South Korea.

 

 

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