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Analiza czynników zaangażowania przedsiębiorstw zarządzających obecnością na platformie Facebook: badanie ilościowe w sektorze lotniczym
Języki publikacji
Abstrakty
Currently, idea of the marketing management - activity of social networks seems to be a strong source of building a competitive advantage. This activity should not be underestimated and should be the subject of continuous applied research. The aim of the research was to identify statistically significant differences in selected engagement indicators on Facebook - likes, comments and shares in relation to the different types of content that selected companies (airlines) manage and add to this platform. The analysis was carried out on a sample of 20 global airlines. A total of 4,858 contributions from the companies concerned were analyzed using quantitative statistical methods. Engagement differences between the type of post (image / photo, video, link, text / status) arrived at with the help of Wald-type MANOVA is significant. The most frequent forms of engagement were presented, as well as the dominance of specific types of content added. There were also significant differences in users commenting.
Obecnie idea zarządzania marketingowego - aktywność sieci społecznościowych wydaje się silnym źródłem budowania przewagi konkurencyjnej. Tego działania nie należy lekceważyć i powinno ono być przedmiotem ciągłych badań stosowanych. Celem badań było zidentyfikowanie statystycznie istotnych różnic w wybranych wskaźnikach zaangażowania na Facebooku - polubień, komentarzy i udostępnień w odniesieniu do różnych rodzajów treści wybranych przez firmy (linie lotnicze) zarządzają i dodają do tej platformy. Analiza została przeprowadzona na próbie 20 globalnych linii lotniczych. Analizie poddano ogółem 4 858 wkładów zainteresowanych przedsiębiorstw, stosując ilościowe metody statystyczne. Różnice w zaangażowaniu między typem postu (zdjęcie / zdjęcie, wideo, link, tekst / status) uzyskane za pomocą MANOVA typu Wald są znaczące. Przedstawiono najczęstsze formy zaangażowania, a także dominację konkretnych rodzajów dodawanych treści. Istniały również znaczne różnice w komentowaniu przez użytkowników.
Czasopismo
Rocznik
Tom
Strony
456--467
Opis fizyczny
Bibliogr. 45 poz., tab.
Twórcy
autor
- STIAMAK Barunawati Surabaya, Indonesia
autor
- University of Prešov in Prešov, Faculty of Management
autor
- University of Prešov in Prešov, Faculty of Management
autor
- University of Prešov in Prešov, Faculty of Management
autor
- University of Prešov in Prešov, Faculty of Management
Bibliografia
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- 2. Astuti, P.A.S., Kurniasari, N.M.D., Mulyawan, K.H., Sebayang, S.K., & Freeman, B. (2019). From glass boxes to social media engagement: an audit of tobacco retail marketing in Indonesia. Tobacco control.
- 3. Aydin, G. (2019). Social media engagement and organic post effectiveness: A roadmap for increasing the effectiveness of social media use in hospitality industry. Jounal of Hospitality Marketing & Management, 1-21.
- 4. Bozogáň, M., & Hurná, S. (2018). Differencies Between Low-Cost Model and Full-Service Model in Air Industry. Acta Logistica, 5(4), 115-119.
- 5. Brookes, E.J. (2010). The anatomy of a facebook post. Study on post performance by type, day of week, and time of day.Vitrue-Oracle. http://www.vitrue.com/wpcontent/ themes/Vitrue-3.0/white-papers/anatomy_of_fb_wp.pdf; Accessed 15.08.19
- 6. Busalim, A.H., Hussin, A.C. & Iahad, N.A. (2019). Factors Influencing Customer Engagement in Social Commerce Websites: A Systematic Literature Review. Journal of Theoretical and Applied Electronic Commerce Research, 14(2), 1-14.
- 7. Carr, C.T., Wohn, D. Y., & Hayes, R.A. (2016). [Like image] as social support: Relational closeness, automaticity, and interpreting social support from paralinguistic digital affordances in social media. Computers in Human Behavior, 62, 385-393.
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- 9. Chan, M., Chen, H.T., Lee, F.L.F. (2019). Examining the Roles of Political Social Network and Internal Efficacy on Social Media News Engagement: A Comparative Study of Six Asian Countries. International Journal of Press-Politics, 24(2), pp. 127-145.
- 10. Dacko-Pikiewicz, Z. (2019). Building a family business brand in the context of the concept of stakeholder-oriented value. Forum Scientiae Oeconomia, 7(2), 37-51.
- 11. Davidaviciene, V., Meidute-Kavaliauskiene, I. & Paliulis, R. (2019). Research on the Influence of Social Media on Generation Y Consumer Purchase Decisions. Marketing and Management of Innovations, 4, 39-49.
- 12. Driskill, J. (2017). Facebook Egnagement Rate Calculator. The Online Advertising Guide, Inc.https://theonlineadvertisingguide.com/ad-calculators/facebook-engagement-rate-calculator/ Accessed 14.10.19
- 13 Dolan, R., Seo, Y. & Kemper, J. (2019). Complaining practices on social media in tourism: A value co-creation and co-destruction perspective. Tourism Management, 73, 35-45.
- 14. Esmaeilpour, M., & Hoseini, M. (2017). Explaining the impact of service quality on identity and brand personality. Polish Journal of Management Studies, 16, 88-98.
- 15. Facebook (2019). Company info.https://newsroom.fb.com/company-info/ Accessed 14.10.19
- 16. Fatehkia, M., Kashyap, R. & Ingmar, W. (2018). Using Facebook ad data to track the global digital gender gap. World Development, 107, 189-209.
- 17. Friedrich, S., Konietschke, F. & Pauly, M. (2018). Analysis of Multivariate Data and Repeated Measures Designs with the R Package MANOVA.RM.arXiv:1801.08002. https://arxiv.org/pdf/1801.08002.pdf Accessed 4.10.19
- 18. Fu, P.-W., Wu, Ch.-Ch. & Cho, Y.-J. (2017). What makes users share content on facebook? Compatibility among psychological incentive, social capital focus, and content type. Computers in Human Behavior, 67(1).
- 19. Hsu, L.C. (2019). Building Brand-Fan Relationships in Social Commerce Contexts: Mediators of Online Brand Relationships. Journal of Theoretical and Applied Electronic Commerce Research, 14(2), 106-123.
- 20. Ibrahim, I.I., Huda, C. (2019). Facebook Analytics on Building Trust for E-Commerce in Indonesia–a study of Shopee and Tokopedia. [In:] 2019 International Conference on Information Management and Technology (ICIMTech) (Vol. 1, pp. 404-408). IEEE.
- 21. Ji, Y.G., Li, C., North, M. & Liu, J. (2017). Staking reputation on stakeholders: How does stakeholders’ Facebook engagement help or ruin a company’s reputation? Public Relations Review, 43(1), 201-210.
- 22. Kesgin, M., Murthy, R.S. (2019). Consumer engagement: the role of social currency in online reviews. Service Industries Journal, 39(7-8), 609-636.
- 23. Kim, Ch., Yang, S.U. (2017). Like, Comment, and Share on Facebook: How each behavior differs from the other. Public Relations Review, 43(2), 441-449.
- 24. Kozel, R., Klézl, V., & Pawlasová, P. (2013). The Verification of Structural Decision-Making Model for Evaluating Education on Facebook. Journal of Competitiveness, 5(3), 76-89.
- 25. Kumar, A., Salo, J., Li, H.X., 2019. Stages of User Engagement on Social Commerce Platforms: Analysis with the Navigational Clickstream Data. International Journal of Electronic Commerce, 23(2), 179-211.
- 26. Kunal S., Milne G.R. (2017). Evaluating Facebook brand content popularity for service versus goods offerings. Journal of Business Research, 79(1), 123-133.
- 27 Machado, J.C., Vacas-de-Carvalho, L., Azar, S.L., Andre, A.R., dos Santos, B.P. (2019). Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love. Journal of Business Research, 96, 376-385.
- 28. Mariani, M., Mura, M. & Felice, M. (2018). The Determinants of Facebook social engagement for national tourism organizations´Facebook pages: A quantitative approach. Journal of Destination Marketing & Management, 8, 312-325.
- 29. Martin-Consuegra, D., Diaz, E., Gomez, M. & Molina, A. (2019). Examining consumer luxury brand-related behavior intentions in a social media context: The moderating role of hedonic and utilitarian motivations. Physiology & Behavior, 200, 104-110.
- 30. Mirbagheri, S., Najmi, M. (2019). Consumers' engagement with social media activation campaigns: Construct conceptualization and scale development. Psychology & Marketing, 36(4), 376-394.
- 31. Noyes, D. (2019). Facebook statistic – updated April 2019. Zephoria, Inc.https://zephoria. com/top-15-valuable-facebook-statistics/
- 32. Pawsey, N., Nayeem, T. & Huang, X. (2018). Use of Facebook to Engage Water Customers: A comprehensive study of current U.K. and Australian practices and trends. Journal of Environmental Management, 228, 517-528.
- 33. Royston, P. (1982). An Extension of Shapiro and Wilk's W Test for Normality to Large Samples. Applied Statistics, 31, 115–124.
- 34. Shugars, S., Beauchamp, N. (2019). Why Keep Arguing? Predicting Engagement in Political Conversations Online. Sage Open, 9(1), 28850-28850.
- 35. Sitta, D., Faulkner, M. & Stern, P., (2018). What can the brand manager expect from Facebook? Australasian Marketing Journal, 26, 17-22.
- 36. Smart insights (2018). https://www.smartinsights.com/internet-marketingstatistics/happens-online- 60-seconds/ Accessed 2.11.19
- 37. Sujarwoto, S., Tampubolon, G. & Pierewan, A.C. (2019). A Tool to Help or Harm? Online Social Media Use and Adult Mental Health in Indonesia. International Journal of Mental Health and Addiction, 1-18.
- 38. Chen, J. (2019). 15 Facebook stats every marketer should know for 2019. https://sproutsocial. com /insights/facebook-stats-for-marketers/ Accessed 14.10.19
- 39. Slaba, M., Starchon, P. & Jac, I. (2014). Identification and prioritization of key stakeholder groups in marketing communication of colleges. E & M Ekonomiea Management, 17(4), 101-110.
- 40. Srivastava, J., Saks, J., Weed, A.J. & Atkins, A. (2018). Engaging audiences on social media: Identifying relationships between message factors and user engagement on the American Cancer Society’s Facebook page. Telematics and Informatics, 35(7), 1832-1844.
- 41. Stefko, R., Fedorko, I., Bacik, R. & Fedorko, R. (2015). An analysis of perceived topicality of website content influence in terms of reputation management. Polish Journal of Management Studies, 12(1), 177-185.
- 42. Stetka, V., Surowiec, P. & Mazak, J. (2019). Facebook as an instrument of election campaigning and voters' engagement: Comparing Czechia and Poland. European Journal of Communication, 34(2), 121-141.
- 43. Walancik, M., & Dacko-Pikiewicz, Z. (2016). Social media and crowdsourcing in countering contemporary risks. Forum Scientiae Oeconomia, 4(1), 103-112.
- 44. Yaman, Z. (2018). The Effect of Word of Mouth Marketıng on the Purchase Behavıor Vıa Brand Image and Perceıved Qualıty. Montenegrin Journal of Economics, 14(2).
- 45. Zell, A.L., Moeller, L. (2018). Are you happy for me … on Facebook? The potential importance of “likes” and comments. Computers in Human Bahavior, 78, 26-33.
Uwagi
Opracowanie rekordu w ramach umowy 509/P-DUN/2018 ze środków MNiSW przeznaczonych na działalność upowszechniającą naukę (2019).
Typ dokumentu
Bibliografia
Identyfikator YADDA
bwmeta1.element.baztech-90417b0f-8e1e-48fc-9f2f-8ab78c86091f