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Social media marketing for businesses: Organic promotions of web-links on Facebook

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  • Chawla, Yash
  • Chodak, Grzegorz

Abstract

The effectiveness of social media marketing is a topic of great interest for researchers as well as marketers. To enrich the literature regarding the effectiveness of various types of posts with a web-link, we designed and conducted an experiment on Facebook (FB). This experiment was conducted in a real business environment, through the FB fanpage of a Polish e-commerce store. The observations were analyzed using multiple linear regression and metrics adapted to this experiment from the literature. The results show that a web-link placed in the comments of an FB post, instead of the caption, is more lucrative. It is also shown that, based on the aims of the campaign, such metrics can give valuable information about the optimal time for posting, as well as the interval between posts.

Suggested Citation

  • Chawla, Yash & Chodak, Grzegorz, 2021. "Social media marketing for businesses: Organic promotions of web-links on Facebook," Journal of Business Research, Elsevier, vol. 135(C), pages 49-65.
    • Handle: RePEc:eee:jbrese:v:135:y:2021:i:c:p:49-65
    DOI: 10.1016/j.jbusres.2021.06.020
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    1. Dušan Mladenović & Kamil Koštiál & Nikolina Ljepava & Ondřej Částek & Yash Chawla, 2021. "Emojis to conversion on social media: Insights into online consumer engagement and reactions," WORking papers in Management Science (WORMS) WORMS/21/13, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
    2. Lauri Valkonen & Jouni Helske & Juha Karvanen, 2023. "Estimating the causal effect of timing on the reach of social media posts," Statistical Methods & Applications, Springer;Società Italiana di Statistica, vol. 32(2), pages 493-507, June.
    3. Hussain, Shahid & Seet, Pi-Shen & Ryan, Maria & Iranmanesh, Mohammad & Cripps, Helen & Salam, Abdul, 2022. "Determinants of switching intention in the electricity markets - An integrated structural model approach," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    4. Wu, Wei & Wang, Sihang & Ding, Guanqi & Mo, Jinfei, 2023. "Elucidating trust-building sources in social shopping: A consumer cognitive and emotional trust perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).

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    More about this item

    Keywords

    Social media marketing; Facebook marketing; Organic promotion; Web links; External links;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D90 - Microeconomics - - Micro-Based Behavioral Economics - - - General
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • Q01 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General - - - Sustainable Development
    • Q55 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environmental Economics: Technological Innovation

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