IDEAS home Printed from https://ideas.repec.org/p/ahh/wpaper/worms2003.html
   My bibliography  Save this paper

Social Media Marketing for Businesses: Organic Promotions of Web-Links on Facebook

Author

Listed:
  • Yash Chawla
  • Grzegorz Chodak

Abstract

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 design and conduct an experiment on Facebook (FB). This experiment was conducted in a real business environment, through the FB fan page of a Polish e-commerce store. The observations were analysed through simple linear regression and metrics adapted for this particular experiment from the literature. 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 campaign aims, the metrics can give valuable information about the time of posting, as well as the interval between posts.

Suggested Citation

  • Yash Chawla & Grzegorz Chodak, 2020. "Social Media Marketing for Businesses: Organic Promotions of Web-Links on Facebook," WORking papers in Management Science (WORMS) WORMS/20/03, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
    • Handle: RePEc:ahh:wpaper:worms2003
    as

    Download full text from publisher

    File URL: https://worms.pwr.edu.pl/RePEc/ahh/wpaper/WORMS_20_03.pdf
    File Function: Original version, 2020
    Download Restriction: no
    ---><---

    Other versions of this item:

    References listed on IDEAS

    as
    1. de Vries, Lisette & Gensler, Sonja & Leeflang, Peter S.H., 2012. "Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 83-91.
    2. Shen, George Chung-Chi & Chiou, Jyh-Shen & Hsiao, Chih-Hui & Wang, Chun-Hsien & Li, Hsin-Ni, 2016. "Effective marketing communication via social networking site: The moderating role of the social tie," Journal of Business Research, Elsevier, vol. 69(6), pages 2265-2270.
    3. Kawaljeet Kaur Kapoor & Kuttimani Tamilmani & Nripendra P. Rana & Pushp Patil & Yogesh K. Dwivedi & Sridhar Nerur, 2018. "Advances in Social Media Research: Past, Present and Future," Information Systems Frontiers, Springer, vol. 20(3), pages 531-558, June.
    4. Peters, Kay & Chen, Yubo & Kaplan, Andreas M. & Ognibeni, Björn & Pauwels, Koen, 2013. "Social Media Metrics — A Framework and Guidelines for Managing Social Media," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 281-298.
    5. Rajagopal, 2013. "Social Media Metrics," Palgrave Macmillan Books, in: Managing Social Media and Consumerism, chapter 7, pages 132-151, Palgrave Macmillan.
    6. Orazi, Davide C. & Johnston, Allen C., 2020. "Running field experiments using Facebook split test," Journal of Business Research, Elsevier, vol. 118(C), pages 189-198.
    7. Villamediana, Jenely & Küster, Inés & Vila, Natalia, 2019. "Destination engagement on Facebook: Time and seasonality," Annals of Tourism Research, Elsevier, vol. 79(C).
    8. Moro, Sérgio & Rita, Paulo & Vala, Bernardo, 2016. "Predicting social media performance metrics and evaluation of the impact on brand building: A data mining approach," Journal of Business Research, Elsevier, vol. 69(9), pages 3341-3351.
    9. Johanna Gummerus & Veronica Liljander & Emil Weman & Minna Pihlström, 2012. "Customer engagement in a Facebook brand community," Management Research Review, Emerald Group Publishing Limited, vol. 35(9), pages 857-877, August.
    10. Fernando Santini & Wagner Junior Ladeira & Diego Costa Pinto & Márcia Maurer Herter & Claudio Hoffmann Sampaio & Barry J. Babin, 2020. "Customer engagement in social media: a framework and meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 48(6), pages 1211-1228, November.
    11. Hanna, Richard & Rohm, Andrew & Crittenden, Victoria L., 2011. "We're all connected: The power of the social media ecosystem," Business Horizons, Elsevier, vol. 54(3), pages 265-273, May.
    12. Chan, Kimmy Wa & Li, Stella Yiyan, 2010. "Understanding consumer-to-consumer interactions in virtual communities: The salience of reciprocity," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1033-1040, September.
    13. Catherine E. Tucker, 2015. "The Reach and Persuasiveness of Viral Video Ads," Marketing Science, INFORMS, vol. 34(2), pages 281-296, March.
    14. Bierens, Herman J. & Swanson, Norman R., 2000. "The econometric consequences of the ceteris paribus condition in economic theory," Journal of Econometrics, Elsevier, vol. 95(2), pages 223-253, April.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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.
    2. 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.
    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).

    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. Shahbaznezhad, Hamidreza & Dolan, Rebecca & Rashidirad, Mona, 2021. "The Role of Social Media Content Format and Platform in Users' Engagement Behavior," Journal of Interactive Marketing, Elsevier, vol. 53(C), pages 47-65.
    2. Othman Boujena & Isabelle Ulrich & Aikaterini Manthiou & Bruno Godey, 2021. "Customer engagement and performance in social media: a managerial perspective," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(4), pages 965-987, December.
    3. Schaefers, Tobias & Falk, Tomas & Kumar, Ashish & Schamari, Julia, 2021. "More of the same? Effects of volume and variety of social media brand engagement behavior," Journal of Business Research, Elsevier, vol. 135(C), pages 282-294.
    4. Carsten D. Schultz, 2016. "Insights from consumer interactions on a social networking site: Findings from six apparel retail brands," Electronic Markets, Springer;IIM University of St. Gallen, vol. 26(3), pages 203-217, August.
    5. Matej Kovač & Vesna Žabkar, 2020. "Do Social Media and E-Mail Engagement Impact Reputation and Trust-Driven Behavior?," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(1), pages 9-25.
    6. Rosenthal, Benjamin & Brito, Eliane P.Z., 2017. "How virtual brand community traces may increase fan engagement in brand pages," Business Horizons, Elsevier, vol. 60(3), pages 375-384.
    7. Jurui Zhang & Raymond Liu, 2017. "Popularity of digital products in online social tagging systems," Journal of Brand Management, Palgrave Macmillan, vol. 24(1), pages 105-127, January.
    8. Fangfang Li & Jorma Larimo & Leonidas C. Leonidou, 2021. "Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 51-70, January.
    9. Malthouse, Edward C. & Haenlein, Michael & Skiera, Bernd & Wege, Egbert & Zhang, Michael, 2013. "Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 270-280.
    10. Pittman, Matthew & Abell, Annika, 2021. "More Trust in Fewer Followers: Diverging Effects of Popularity Metrics and Green Orientation Social Media Influencers," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 70-82.
    11. Barbara Del Bosco & Maria Cristina Morra & Valerio Veglio, 2017. "Social media and firm performance: The voice of managers in European contexts," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(4), pages 53-75.
    12. Arora, Anuja & Bansal, Shivam & Kandpal, Chandrashekhar & Aswani, Reema & Dwivedi, Yogesh, 2019. "Measuring social media influencer index- insights from facebook, Twitter and Instagram," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 86-101.
    13. Olga AZARKINA & Monyédodo KPOSSA & Erhard LICK, 2014. "Brand Mentions in Social Media as a Key Performance Indicator in the German Fast Moving Consumer Goods Industry," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 2, pages 23-30.
    14. Cynthia D. Wiggins, 2022. "Online customer engagement: a practical exploration of antecedents and metrics for new content marketers," SN Business & Economics, Springer, vol. 2(2), pages 1-24, February.
    15. Boerman, Sophie C. & Willemsen, Lotte M. & Van Der Aa, Eva P., 2017. "“This Post Is Sponsored”," Journal of Interactive Marketing, Elsevier, vol. 38(C), pages 82-92.
    16. Patricia P. Iglesias-Sánchez & Marisol B. Correia & Carmen Jambrino-Maldonado & Carlos de las Heras-Pedrosa, 2020. "Instagram as a Co-Creation Space for Tourist Destination Image-Building: Algarve and Costa del Sol Case Studies," Sustainability, MDPI, vol. 12(7), pages 1-26, April.
    17. Abbasi, Amir Zaib & Tsiotsou, Rodoula H. & Hussain, Khalil & Rather, Raouf Ahmad & Ting, Ding Hooi, 2023. "Investigating the impact of social media images’ value, consumer engagement, and involvement on eWOM of a tourism destination: A transmittal mediation approach," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    18. Wondwesen Tafesse & Anders Wien, 2017. "A framework for categorizing social media posts," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1284390-128, January.
    19. Rooderkerk, Robert P. & Pauwels, Koen H., 2016. "No Comment?! The Drivers of Reactions to Online Posts in Professional Groups," Journal of Interactive Marketing, Elsevier, vol. 35(C), pages 1-15.
    20. Yousef Ahmad El Dameh & Hamad AL Ghadeer, 2021. "The Impact of Traditional Direct Marketing on Creating Brand Awareness: Case Study on IKEA in Jordan," International Journal of Business and Management, Canadian Center of Science and Education, vol. 14(3), pages 130-130, July.

    More about this item

    Keywords

    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

    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:ahh:wpaper:worms2003. 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: Anna Kowalska-Pyzalska (email available below). General contact details of provider: https://edirc.repec.org/data/kbpwrpl.html .

    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.