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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
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    File URL: https://worms.pwr.edu.pl/RePEc/ahh/wpaper/WORMS_20_03.pdf
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    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).

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    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

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