Author:
Mathupayas Thongmak
Affiliation:
Thammasat Business School and Thammasat University, Thailand
Keyword(s):
Facebook Fan Pages, Social Interactions, PTAT, Marketer-generated Content, Antecedents, Consequences.
Related
Ontology
Subjects/Areas/Topics:
Business Models
;
Business Policy, Strategy and Governance
;
Cloud Computing
;
Collaboration and e-Services
;
Data Communication Networking
;
e-Business
;
Enterprise Engineering
;
Enterprise Information Systems
;
Platforms and Applications
;
Social Networks
;
Sustainable e-Business
;
Telecommunications
Abstract:
The purpose of this paper is to explore brands in various categories based on the conceptual model of the marketer-generated content. Objective measures were collected from almost three-hundred popular brand fan pages in Thailand, both national and international brands. The findings present the insightful social media strategy of brands in nine brand categories such as the proportion of each posting content type. Images and videos play a dominant role in brands’ strategies. Among the antecedents of consumer awareness and interaction, the quantity of marketer-generated content is not much vital as the existing fan bases. Total fans increase the consumer awareness and interactions (PTAT). PTAT consequently drives the future consumers to like the brand pages. Some brand categories could attract more fans than others. Only a few studies investigated marketer-generated content of Fan pages in inclusive brand categories using objective measures. Thus, this study fills the literature gap wi
th some interesting results.
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