Social media metrics analytics: Study on B2C (Business to Consumer) Brand's Page
One of the most prominent way of connecting with customers via Social Networking Sites (SNS) is to generate a brand page in Facebook (called fan page) containing products contents and publish regularly postings on these pages. Customers will respond differently to these postings. In determining the...
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my.um.eprints.189702018-09-27T09:30:02Z http://eprints.um.edu.my/18970/ Social media metrics analytics: Study on B2C (Business to Consumer) Brand's Page Kumaran, S. Business QA75 Electronic computers. Computer science T Technology (General) One of the most prominent way of connecting with customers via Social Networking Sites (SNS) is to generate a brand page in Facebook (called fan page) containing products contents and publish regularly postings on these pages. Customers will respond differently to these postings. In determining the efficiency of social networking sites, marketers are analyzing metrics to calculate the engagement rate (e.g. number of comments, share and likings in fan pages). The study applied Pseudo-theories and analyzed a total 3543 brand posts from 19 of the most popular B2C (Business to Consumer) fan pages of Malaysia. Data from September 2016-August 2017 were collected for analyses, which were available online from the Brand's fan pages. The Fan-page content was analyzed using Netnography and Cross Section Regression of the EVIEWS 9 software for its impact on multiple contents upon user's engagement functions. The study explored the descriptive statistics of online user's engagement actions, or PTA (People Talking About) metrics, and the findings specify that the diversity of different posts influences the number of comments, likes, and the number of shares differently. Our research explored the fact that not all contents are suitable for enhancing the number of likes, they increase the number of shares and comments, and vice versa. The findings of the study will allow e-marketers to update informational analyses upon the effectiveness of the posted contents and descriptive idea on users' preferred actions. 2018 Conference or Workshop Item PeerReviewed application/pdf en http://eprints.um.edu.my/18970/1/Social_media_metrics_analytics.pdf Kumaran, S. (2018) Social media metrics analytics: Study on B2C (Business to Consumer) Brand's Page. In: International Conference on Management, Technology and Social Sciences 2018, 7 May 2018, Geneva Business School, Geneva, Switzerland . |
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Business QA75 Electronic computers. Computer science T Technology (General) |
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Business QA75 Electronic computers. Computer science T Technology (General) Kumaran, S. Social media metrics analytics: Study on B2C (Business to Consumer) Brand's Page |
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One of the most prominent way of connecting with customers via Social Networking Sites (SNS) is to generate a brand page in Facebook (called fan page) containing products contents and publish regularly postings on these pages. Customers will respond differently to these postings. In determining the efficiency of social networking sites, marketers are analyzing metrics to calculate the engagement rate (e.g. number of comments, share and likings in fan pages). The study applied Pseudo-theories and analyzed a total 3543 brand posts from 19 of the most popular B2C (Business to Consumer) fan pages of Malaysia. Data from September 2016-August 2017 were collected for analyses, which were available online from the Brand's fan pages. The Fan-page content was analyzed using Netnography and Cross Section Regression of the EVIEWS 9 software for its impact on multiple contents upon user's engagement functions. The study explored the descriptive statistics of online user's engagement actions, or PTA (People Talking About) metrics, and the findings specify that the diversity of different posts influences the number of comments, likes, and the number of shares differently. Our research explored the fact that not all contents are suitable for enhancing the number of likes, they increase the number of shares and comments, and vice versa. The findings of the study will allow e-marketers to update informational analyses upon the effectiveness of the posted contents and descriptive idea on users' preferred actions. |
| format |
Conference or Workshop Item |
| author |
Kumaran, S. |
| author_facet |
Kumaran, S. |
| author_sort |
Kumaran, S. |
| title |
Social media metrics analytics: Study on B2C (Business to Consumer) Brand's Page |
| title_short |
Social media metrics analytics: Study on B2C (Business to Consumer) Brand's Page |
| title_full |
Social media metrics analytics: Study on B2C (Business to Consumer) Brand's Page |
| title_fullStr |
Social media metrics analytics: Study on B2C (Business to Consumer) Brand's Page |
| title_full_unstemmed |
Social media metrics analytics: Study on B2C (Business to Consumer) Brand's Page |
| title_sort |
social media metrics analytics: study on b2c (business to consumer) brand's page |
| publishDate |
2018 |
| url |
http://eprints.um.edu.my/18970/1/Social_media_metrics_analytics.pdf http://eprints.um.edu.my/18970/ |
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1643690847470878720 |
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13.211869 |