KOREASCHOLAR

WHAT MAKES A B2B FACEBOOK PAGE ENGAGING?

Anna Zarkada
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/401168
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.746-760
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This paper presents an in-depth analysis of a random sample of 100 consecutive Facebook posts by a specialist industrial firm which is its industry leader in terms of brand performance on Social Media. It demonstrates how the messages content, encoding, and interactivity strategies achieve the Page’s audience engagement.

Keyword
B2Bcommunication strategyfacebookinteractivityengagement
Table Content
ABSTRACT
Introduction
Literature review
    Message
    Encoding
    Interactivity
    Measuring the success of SM strategy
Methodology
Findings
    Message, encoding and interactivity strategy.
    Engagement
Conclusions
    Theoretical Implications
    Limitations and Recommendations
References
Author
  • Anna Zarkada(Athens University of Economics and Business)