University of Twente Student Theses


The effect of Post Type in Facebook Content Marketing

Hüsgen, R.L. (2017) The effect of Post Type in Facebook Content Marketing.

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Abstract:Social media marketing has been a rising star on the marketing horizon, in the last decade, but determining its effectiveness and added value has posed a challenge for striving marketers and researchers. This study aims at finding guidelines for companies who engage in Facebook marketing to effectively select content to publish, which helps to achieve the corporate goal. The existing literature on the topic is carefully considered and a relevant case is tested empirically in the following. First, a distinction is made between awareness content and conversion content and metrics to measure the performance of content are introduced. Six content characteristics are explained, on which posts can be evaluated. Furthermore, the different interaction possibilities for companies with Facebook users are made acquainted with the reader. A conceptual framework showing the relationships and effects to be tested is depicted and hypotheses are posed. The study is conducted by accessing recorded social media data of a digital marketing agency’s client operating in the telecommunication industry. The empirical testing begins with the performance of a hierarchical multiple regression, testing the main effect between post type and marketing performance and the controlling effect of budget. Afterwards a moderator analysis is performed to test the influence of Valuable Entertainment and Social Emotion on the main effect. It is found that awareness posts generate a larger amount of likes, comments and shares and therefore increase engagement. Conversion posts generate a higher number of link clicks and impressions and therewith increase information search and purchase intention. The budget does not have a controlling effect on likes, but a large effect on reach. This finding implies that you can buy eyeballs, but you cannot buy likes. The paper concludes with the introduction of five guidelines for effective Facebook content marketing.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Communication Studies MSc (60713)
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