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Social media content analytics: Study on B2C fan-pages

One of the supreme way of directly connecting with consumers via Social Networking Sites (SNS) is to generate a brand page in Facebook (called fan page) containing products information and publish regular po stings on these pages. Customers will reply differently to these postings. In defining the e...

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Main Authors: Rahman, Zoha, Suberamanian, Kumaran, Zanuddin, Hasmah, Moghavvemi, Sedigheh, Md Nasir, Mohd Hairul Nizam
Format: Conference or Workshop Item
Language:English
Published: 2017
Subjects:
H Social Sciences (General)
Communication. Mass media
QA75 Electronic computers. Computer science
Online Access:http://eprints.um.edu.my/18122/1/All.pdf
http://eprints.um.edu.my/18122/
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spelling my.um.eprints.181222021-05-05T04:30:05Z http://eprints.um.edu.my/18122/ Social media content analytics: Study on B2C fan-pages Rahman, Zoha Suberamanian, Kumaran Zanuddin, Hasmah Moghavvemi, Sedigheh Md Nasir, Mohd Hairul Nizam H Social Sciences (General) Communication. Mass media QA75 Electronic computers. Computer science One of the supreme way of directly connecting with consumers via Social Networking Sites (SNS) is to generate a brand page in Facebook (called fan page) containing products information and publish regular po stings on these pages. Customers will reply differently to these postings. In defining the effectiveness of social networking sites, marketers are measuring metrics to calculate the engagement rate (e.g. number of comments/share and likings in fan pages). The study applied Pseudotheories and analyzed a total 3543 brand posts from 19 ofthe most popular B2C (Business to Consumer) fan pages of Malaysia. 12 months' worth of data (From September 2015- August 2016) were collected for analyses, which were available online from the Brand's fan pages. The Fan-page content was analyzed using Cross Section Regression of the EVIEWS 9 software for its impact on multiple contents upon user's engagement actions. The study explored the content features (content quality, content valence and content volume) ofS-O-R (Stimulus -Organism-Response) model and identify their impact on user's engagement actions (Like, comments and shares). The findings of the study will direct emarketers to apprise informational analyses upon the effectiveness of the posted contents' features. 2017 Conference or Workshop Item PeerReviewed application/pdf en http://eprints.um.edu.my/18122/1/All.pdf Rahman, Zoha and Suberamanian, Kumaran and Zanuddin, Hasmah and Moghavvemi, Sedigheh and Md Nasir, Mohd Hairul Nizam (2017) Social media content analytics: Study on B2C fan-pages. In: The 6th International Conference on Social Sciences and Humanities (ICOSH-UKM) 2017, 4-6 April 2017, Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia (National University of Malaysia), Bangi, Selangor, Malaysia.
institution Universiti Malaya
building UM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaya
content_source UM Research Repository
url_provider http://eprints.um.edu.my/
language English
topic H Social Sciences (General)
Communication. Mass media
QA75 Electronic computers. Computer science
spellingShingle H Social Sciences (General)
Communication. Mass media
QA75 Electronic computers. Computer science
Rahman, Zoha
Suberamanian, Kumaran
Zanuddin, Hasmah
Moghavvemi, Sedigheh
Md Nasir, Mohd Hairul Nizam
Social media content analytics: Study on B2C fan-pages
description One of the supreme way of directly connecting with consumers via Social Networking Sites (SNS) is to generate a brand page in Facebook (called fan page) containing products information and publish regular po stings on these pages. Customers will reply differently to these postings. In defining the effectiveness of social networking sites, marketers are measuring metrics to calculate the engagement rate (e.g. number of comments/share and likings in fan pages). The study applied Pseudotheories and analyzed a total 3543 brand posts from 19 ofthe most popular B2C (Business to Consumer) fan pages of Malaysia. 12 months' worth of data (From September 2015- August 2016) were collected for analyses, which were available online from the Brand's fan pages. The Fan-page content was analyzed using Cross Section Regression of the EVIEWS 9 software for its impact on multiple contents upon user's engagement actions. The study explored the content features (content quality, content valence and content volume) ofS-O-R (Stimulus -Organism-Response) model and identify their impact on user's engagement actions (Like, comments and shares). The findings of the study will direct emarketers to apprise informational analyses upon the effectiveness of the posted contents' features.
format Conference or Workshop Item
author Rahman, Zoha
Suberamanian, Kumaran
Zanuddin, Hasmah
Moghavvemi, Sedigheh
Md Nasir, Mohd Hairul Nizam
author_facet Rahman, Zoha
Suberamanian, Kumaran
Zanuddin, Hasmah
Moghavvemi, Sedigheh
Md Nasir, Mohd Hairul Nizam
author_sort Rahman, Zoha
title Social media content analytics: Study on B2C fan-pages
title_short Social media content analytics: Study on B2C fan-pages
title_full Social media content analytics: Study on B2C fan-pages
title_fullStr Social media content analytics: Study on B2C fan-pages
title_full_unstemmed Social media content analytics: Study on B2C fan-pages
title_sort social media content analytics: study on b2c fan-pages
publishDate 2017
url http://eprints.um.edu.my/18122/1/All.pdf
http://eprints.um.edu.my/18122/
_version_ 1699237728920535040
score 13.211869

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