IDEAS home Printed from https://ideas.repec.org/a/eur/ejmejr/111.html
   My bibliography  Save this article

Communication Strategies Used in Corporate Facebook Pages and Motivations of Consumers for Following These Pages

Author

Listed:
  • Gülçin İpek Emeksiz

    (Communication Sciences FacultyAnadolu University Eskisehir, Turkey)

  • Ali Şimşek

Abstract

The new communication tool of our current era is certainly Facebook because it is the most commonly used social network application in the world. Therefore, consumers perceive businesses which are not a member of Facebook as a business which cannot keep up with the new era and thus they want their favourite brands to be on Facebook. However, for businesses to be on Facebook is not just about opening a profile page. Businesses need to create a brand community that they get into interaction with their stakeholders in order to gain dynamism and mobility to their Facebook brand fan pages. Therefore, businesses need a variety of effective corporate communication strategies that they can apply on their Facebook pages. The corporate communication strategy that a business employs on Facebook should be compatible with the goals and purposes that a business wants to reach. A business which use a certain corporate communication strategy on Facebook will determine the contents that it will share on Facebook in line with this strategy and will create the desired perception on its target audience. On the other hand, a business which doesn’t apply a particular corporate communication strategy on Facebook probably doesn’t know which goals that it wants to reach. Therefore, businesses which share random contents on their Facebook pages try to continue their Facebook pages by trial and error. However, because of this situation, they cannot get the desired effectiveness, appeal and efficiency from their Facebook pages in the long term. Furthermore, stakeholders need some level of motivation in order to follow businesses on Facebook. If a business knows what the motives of usage are, it can shape its Facebook messages in the right direction. This way, more followers will gather around the brand community of the business on Facebook.

Suggested Citation

  • Gülçin İpek Emeksiz & Ali Şimşek, 2022. "Communication Strategies Used in Corporate Facebook Pages and Motivations of Consumers for Following These Pages," European Journal of Marketing and Economics Articles, Revistia Research and Publishing, vol. 5, July -Dec.
    • Handle: RePEc:eur:ejmejr:111
    DOI: 10.26417/ejme.v1i1.p122-134
    as

    Download full text from publisher

    File URL: https://revistia.org/index.php/ejme/article/view/3618
    Download Restriction: no
    File URL: https://revistia.org/files/articles/ejme_v5_i2_22/Emeksiz.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.26417/ejme.v1i1.p122-134?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Giulio Cornelli & Jon Frost & Leonardo Gambacorta & Raghavendra Rau & Robert Wardrop & Tania Ziegler, 2020. "Fintech and big tech credit: a new database," BIS Working Papers 887, Bank for International Settlements.
    2. Strandvik, Tore & Holmlund, Maria & Lähteenmäki, Ilkka, 2018. "“One of these days, things are going to change!” How do you make sense of market disruption?," Business Horizons, Elsevier, vol. 61(3), pages 477-486.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. DeFusco, Anthony A. & Tang, Huan & Yannelis, Constantine, 2022. "Measuring the welfare cost of asymmetric information in consumer credit markets," Journal of Financial Economics, Elsevier, vol. 146(3), pages 821-840.
    2. Hasan, Iftekhar & Li, Xiang & Takalo, Tuomas, 2023. "Technological innovation and the bank lending channel of monetary policy transmission," BOFIT Discussion Papers 9/2023, Bank of Finland Institute for Emerging Economies (BOFIT).
    3. Belloc, Filippo, 2021. "Industrial actions and firing regimes: How deregulating worker “Exit” reshapes worker “Voice”," Structural Change and Economic Dynamics, Elsevier, vol. 56(C), pages 251-264.
    4. Kowalewski, Oskar & Pisany, Paweł, 2022. "Banks' consumer lending reaction to fintech and bigtech credit emergence in the context of soft versus hard credit information processing," International Review of Financial Analysis, Elsevier, vol. 81(C).
    5. Fred Huibers, 2021. "Regulatory Response to the Rise of Fintech Credit in The Netherlands," JRFM, MDPI, vol. 14(8), pages 1-12, August.
    6. Xie, Xueyan & Zhu, Xiaoyang, 2022. "FinTech and capital allocation efficiency: Another equity-efficiency dilemma?," Global Finance Journal, Elsevier, vol. 53(C).
    7. Giulio Cornelli & Jon Frost & Leonardo Gambacorta & Raghavendra Rau & Robert Wardrop & Tania Ziegler, 2021. "Fintech and Big Tech Credit: What Explains the Rise of Digital Lending?," CESifo Forum, ifo Institute - Leibniz Institute for Economic Research at the University of Munich, vol. 22(02), pages 30-34, March.
    8. Chia-Nan Wang & Nhat-Luong Nhieu & Wei-Lin Liu, 2024. "Unveiling the landscape of Fintech in ASEAN: assessing development, regulations, and economic implications by decision-making approach," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-16, December.
    9. Cristina Sbîrneciu & Nicoleta-Valentina Florea, 2023. "An exploratory case study: Romania’s digital innovation opportunities due to rise of digital currencies," Journal of Financial Studies, Institute of Financial Studies, vol. 8(14), pages 143-164, May.
    10. Kraemer-Eis, Helmut & Botsari, Antonia & Gvetadze, Salome & Lang, Frank & Torfs, Wouter, 2022. "European Small Business Finance Outlook 2022," EIF Working Paper Series 2022/84, European Investment Fund (EIF).
    11. Brei, Michael & Ferri, Giovanni & Gambacorta, Leonardo, 2023. "Financial structure and income inequality," Journal of International Money and Finance, Elsevier, vol. 131(C).
    12. Wang, Xiaoting & Hou, Siyuan & Kyaw, Khine & Xue, Xupeng & Liu, Xueqin, 2023. "Exploring the determinants of Fintech Credit: A comprehensive analysis," Economic Modelling, Elsevier, vol. 126(C).
    13. Pavanini, Nicola & Braggion, Fabio & Manconi, Alberto & Zhu, Haikun, 2022. "The Value of Financial Intermediation: Evidence from Online Debt Crowdfunding," CEPR Discussion Papers 14740, C.E.P.R. Discussion Papers.
    14. Hodula, Martin, 2023. "Fintech credit, big tech credit and income inequality," Finance Research Letters, Elsevier, vol. 51(C).
    15. Tobias Berg & Andreas Fuster & Manju Puri, 2022. "FinTech Lending," Annual Review of Financial Economics, Annual Reviews, vol. 14(1), pages 187-207, November.
    16. Hasan, Iftekhar & Kwak, Boreum & Li, Xiang, 2023. "Financial technologies and the effectiveness of monetary policy transmission," IWH Discussion Papers 26/2020, Halle Institute for Economic Research (IWH), revised 2023.
    17. Bank for International Settlements, 2020. "The dawn of fintech in Latin America: landscape, prospects and challenges," BIS Papers, Bank for International Settlements, number 112.
    18. Carletti, Elena & Claessens, Stijn & Fatás, Antonio & Vives, Xavier (ed.), 2020. "Barcelona Report 2 - The Bank Business Model in the Post-Covid-19 World," Vox eBooks, Centre for Economic Policy Research, number p329.
    19. John Beirne & Nuobu Renzhi & Ulrich Volz, 2023. "Non-Bank Finance and Monetary Policy Transmission in Asia," Emerging Markets Finance and Trade, Taylor & Francis Journals, vol. 59(6), pages 1976-1991, May.
    20. Lei Lu & Jianxing Wei & Weixing Wu & Yi Zhou, 2023. "Pricing strategies in BigTech lending: Evidence from China," Financial Management, Financial Management Association International, vol. 52(2), pages 333-374, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eur:ejmejr:111. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Revistia Research and Publishing (email available below). General contact details of provider: https://revistia.org/index.php/ejme .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.