Identification of the Factors that Affect the User Reaction to Posts on Facebook Brand Pages

Abstract

As many consumers now use mobile devices and SNS, they are able to interact with brands in a very different way. Many companies are also making rigorous efforts on SNS to take advantage of the changes brought by the new channel. The efforts often take the form of brand pages or brand communities. This study aims to identify the factors that affect the reaction of consumers to the posts that companies make on their brand pages. Specifically, the brand pages on Facebook of two local mobile game companies were analyzed. The posts on each brand page were coded in terms of their informativeness, structure, inductiveness, and type of reward, and the influence of them on the dependent variables such as the number of 'likes' or replies were analyzed with regression. The analysis revealed that the factors do have significant influence on the reaction of consumers.