지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
In order to identify effective approaches for creating more viral Facebook posts, this research conducted an empirical content analysis of leading Korean brands' Facebook fan-pages (Samsung Mobile, SK Telecom, Kia Motors, and POSCO). Their distinctive visual storytelling and communication patterns were investigated as effective user engagement triggers. Through analysis of the research results, it was statistically proved that the different industrial attributes of the four brands, which are primarily characterized by their product (or service) types, affect their Facebook posting patterns by showing different engaging rates (measured by like, comment, and share metrics). In addition, the user engagement rates of the posts were influenced by their visual storytelling factors (i.e. ad objective, value scale, and visual media types). In line with these statistical findings, the distinctive visual storytelling strategies of the four brands were identified. Moreover, competitive and uncompetitive visual storytelling tactics were suggested according to the ad objectives and visual media types on Facebook.
목차
등록된 정보가 없습니다.
참고문헌 (27)
참고문헌 신청
Chetna Kudeshia / 2016 / Spreading love through fan page liking: A perspective on small scale entrepreneurs / Computers in Human Behavior 54 : 257 ~ 270
Chua, A. Y. K. / 2015 / Marketing via social networking sites: A study of brand-post popularity for brands in Singapore / Proceeding of the IMECS
Cvijikj, I. P. / 2013 / Online engagement factors on Facebook brand pages / Social Network Analysis and Mining 3 (4) : 843 ~ 861
Dar, N. A. / 2014 / Facebook verses television : Advertising value perception among students / International Journal of Business and Management Invention 3 (9) : 61 ~ 70
De Vries, L. / 2012 / Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing / Journal of Interactive Marketing 26 (2) : 83 ~
Chua, A. Y. K. / 2015 / Marketing via social networking sites: A study of brand-post popularity for brands in Singapore / Proceeding of the IMECS
Cvijikj, I. P. / 2013 / Online engagement factors on Facebook brand pages / Social Network Analysis and Mining 3 (4) : 843 ~ 861
Dar, N. A. / 2014 / Facebook verses television : Advertising value perception among students / International Journal of Business and Management Invention 3 (9) : 61 ~ 70
De Vries, L. / 2012 / Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing / Journal of Interactive Marketing 26 (2) : 83 ~
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