IDEAS home Printed from https://ideas.repec.org/a/vrs/ngooec/v65y2019i4p57-71n6.html
   My bibliography  Save this article

What You Post is What You Get: The Mediator Role of Reached Individuals in the Causal Relationship among Posted Content Types and Follower Counts on Facebook

Author

Listed:
  • Poecze Flora

    (PhD Student at the University of Applied Sciences Burgenland, Austria)

Abstract

This paper discusses the causal relationships among posted content types, the number of reached individuals and follower counts of a Facebook brand page by investigating the communication forms of a Hungarian Twitch.tv live streamer. The Kolmogorov-Smirnov test for the analyses’ distributional properties is followed by the Kruskal-Wallis H test, which determines significant differences in content types in terms of their total reach, reaction, comment and share counts. The Kendall’s tau-b tests are performed for the examination of interrelationships among the retrieved Facebook metrics. Furthermore, mediation analysis is conducted, wherein the antecedent role is taken by post type, the follower count appears as a consequent variable and the total reach count takes the mediator role in the proposed model. The results of the analysis conclude that the analysed Facebook metrics display statistically significant, strong and positive correlations with one another; additionally, post type has a strong, significant and direct influence on reached individuals and although they do not show a significant, direct influence on follower count, they display a significant, total effect on it. The paper thereby contributes to the existing online brand personality and gaming research, offering value to the research domain of online marketing and communication as well.

Suggested Citation

  • Poecze Flora, 2019. "What You Post is What You Get: The Mediator Role of Reached Individuals in the Causal Relationship among Posted Content Types and Follower Counts on Facebook," Naše gospodarstvo/Our economy, Sciendo, vol. 65(4), pages 57-71, December.
    • Handle: RePEc:vrs:ngooec:v:65:y:2019:i:4:p:57-71:n:6
    DOI: 10.2478/ngoe-2019-0020
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/ngoe-2019-0020
    Download Restriction: no
    File URL: https://libkey.io/10.2478/ngoe-2019-0020?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. Labrecque, Lauren I. & Markos, Ereni & Milne, George R., 2011. "Online Personal Branding: Processes, Challenges, and Implications," Journal of Interactive Marketing, Elsevier, vol. 25(1), pages 37-50.
    2. Kietzmann, Jan H. & Hermkens, Kristopher & McCarthy, Ian P. & Silvestre, Bruno S., 2011. "Social media? Get serious! Understanding the functional building blocks of social media," Business Horizons, Elsevier, vol. 54(3), pages 241-251, May.
    3. Dijkmans, Corné & Kerkhof, Peter & Beukeboom, Camiel J., 2015. "A stage to engage: Social media use and corporate reputation," Tourism Management, Elsevier, vol. 47(C), pages 58-67.
    4. Kates, Steven M, 2002. "The Protean Quality of Subcultural Consumption: An Ethnographic Account of Gay Consumers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 383-399, December.
    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. Zhang, Chu-Bing & Zhang, Zhuo-Ping & Chang, Ying & Li, Tian-Ge & Hou, Ru-Jing, 2022. "Effect of WeChat interaction on brand evaluation: A moderated mediation model of para-social interaction and affiliative tendency," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    2. Drago Ruzic & Antun Bilos & Filip Radulovic, 2018. "Preliminary Study Of Personal Marketing In The Digital Environment: Attributes And Perception Of Internet Users In Croatia," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 27(1), pages 209-229, june.
    3. Hadi Khan & Vatcharapol Sukhotu, 2020. "Influence of media exposure and Corporate Social Responsibility compliance on customer perception: The moderating role of Firm's reputation risk," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(5), pages 2107-2121, September.
    4. Smith, Andrew N. & Fischer, Eileen & Yongjian, Chen, 2012. "How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 102-113.
    5. Xu, Jia & Wei, Jiuchang & Zhao, Dingtao, 2016. "Influence of social media on operational efficiency of national scenic spots in china based on three-stage DEA model," International Journal of Information Management, Elsevier, vol. 36(3), pages 374-388.
    6. Janarthanan Balakrishnan & Pantea Foroudi, 2020. "Does Corporate Reputation Matter? Role of Social Media in Consumer Intention to Purchase Innovative Food Product," Corporate Reputation Review, Palgrave Macmillan, vol. 23(3), pages 181-200, August.
    7. Paul M. Gangi & Allen C. Johnston & James L. Worrell & Samuel C. Thompson, 0. "What could possibly go wrong? A multi-panel Delphi study of organizational social media risk," Information Systems Frontiers, Springer, vol. 0, pages 1-20.
    8. Zajadacz Alina & Minkwitz Aleksandra, 2020. "Using Social Media Data to Plan for Tourism," Quaestiones Geographicae, Sciendo, vol. 39(3), pages 125-138, September.
    9. Ana Isabel Canhoto & Dirk vom Lehn & Finola Kerrigan & Cagri Yalkin & Marc Braun & Nicola Steinmetz, 2015. "Fall and redemption: Monitoring and engaging in social media conversations during a crisis," Cogent Business & Management, Taylor & Francis Journals, vol. 2(1), pages 1084978-108, December.
    10. Paul M. Gangi & Allen C. Johnston & James L. Worrell & Samuel C. Thompson, 2018. "What could possibly go wrong? A multi-panel Delphi study of organizational social media risk," Information Systems Frontiers, Springer, vol. 20(5), pages 1097-1116, October.
    11. Krystyna Mazurek-Lopacinska & Magdalena Sobocinska, 2021. "Social Media in Marketing Activities of Enterprises in the Light of the Analysis of Empirical Research Results," European Research Studies Journal, European Research Studies Journal, vol. 0(4B), pages 647-658.
    12. Sikandar Ali Qalati & Dragana Ostic & Gu Shuibin & Fan Mingyue, 2022. "A mediated–moderated model for social media adoption and small and medium‐sized enterprise performance in emerging countries," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(3), pages 846-861, April.
    13. Rydén, Pernille & Ringberg, Torsten & Wilke, Ricky, 2015. "How Managers' Shared Mental Models of Business–Customer Interactions Create Different Sensemaking of Social Media," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 1-16.
    14. Matthew Hawkins, 2018. "Researching and marketing to consumption collectives," Post-Print hal-01809954, HAL.
    15. Vasile-Daniel Păvăloaia & Elena-Mădălina Teodor & Doina Fotache & Magdalena Danileţ, 2019. "Opinion Mining on Social Media Data: Sentiment Analysis of User Preferences," Sustainability, MDPI, vol. 11(16), pages 1-21, August.
    16. Shiwei Shen & Marios Sotiriadis & Qing Zhou, 2020. "Could Smart Tourists Be Sustainable and Responsible as Well? The Contribution of Social Networking Sites to Improving Their Sustainable and Responsible Behavior," Sustainability, MDPI, vol. 12(4), pages 1-21, February.
    17. Perez-Vega, Rodrigo & Hopkinson, Paul & Singhal, Aishwarya & Mariani, Marcello M., 2022. "From CRM to social CRM: A bibliometric review and research agenda for consumer research," Journal of Business Research, Elsevier, vol. 151(C), pages 1-16.
    18. Reilly, Anne H. & Hynan, Katherine A., 2014. "Corporate communication, sustainability, and social media: It's not easy (really) being green," Business Horizons, Elsevier, vol. 57(6), pages 747-758.
    19. TANASE, George Cosmin, 2017. "Managing the Brand and Communication in Social Media," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 8(2), pages 20-22, June.
    20. Pera, Rebecca & Viglia, Giampaolo & Furlan, Roberto, 2016. "Who Am I? How Compelling Self-storytelling Builds Digital Personal Reputation," Journal of Interactive Marketing, Elsevier, vol. 35(C), pages 44-55.

    More about this item

    Keywords

    Facebook; gaming; mediation; post type; follower; reach; mediation;
    All these keywords.

    JEL classification:

    • C19 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Other
    • C39 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Other
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification

    Statistics

    Access and download statistics

    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:vrs:ngooec:v:65:y:2019:i:4:p:57-71:n:6. 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: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    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.