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.

1. Introduction
 2. Facebook Marketing and Visual Storytelling
  2.1. Facebook Ad Objectives and Value Scale Types
  2.2. Facebook User Engagement Metrics
  2.3. Visual Storytelling on Facebook
 3. Hypotheses
 4. Methodology
  4.1. Selection of Facebook Fan-pages
  4.2. Data Collection and Coding Process
  4.3. User Engagement Metrics
  4.4. Influential Factors on User Engagement
 5. Results and Discussion
  5.1. The influence of Ad Objectives on User Engagement
  5.2. The influence of Ad Values on User Engagement
  5.3. The influence of Ad Visual Media on User Engagement
  5.4. Compelling Visual Storytelling Tactics on Facebook
 6. Conclusion
 REFERENCES

• Yu-Jin Kim(Department of Visual Studies, Kongju National University) 교신저자