Engagement factors analysis of companies managing their presence on Facebook platform: a quantitative approach research in airlines sector

• Autorzy: Wijonarko Gugus , Nastišin Ľudovít , Fedorko Richard , Bačík Radovan , Rigelský Martin

Identyfikatory

DOI

10.17512/pjms.2019.20.1.39

Warianty tytułu

PL

Analiza czynników zaangażowania przedsiębiorstw zarządzających obecnością na platformie Facebook: badanie ilościowe w sektorze lotniczym

• Języki publikacji: EN

Abstrakty

EN

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.

PL

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.

Słowa kluczowe

EN

Facebook; engagement; content type; social media management; Wald MANOVA

PL

Facebook; zaangażowanie; zarządzanie mediami; media społecznościowe

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2019
• Tom: Vol. 20, No. 1
• Strony: 456--467
• Opis fizyczny: Bibliogr. 45 poz., tab.

Twórcy

autor

Wijonarko Gugus

• STIAMAK Barunawati Surabaya, Indonesia

autor

Nastišin Ľudovít

• University of Prešov in Prešov, Faculty of Management

autor

Fedorko Richard

• University of Prešov in Prešov, Faculty of Management

autor

Bačík Radovan

• University of Prešov in Prešov, Faculty of Management

autor

Rigelský Martin

• University of Prešov in Prešov, Faculty of Management

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Uwagi

Opracowanie rekordu w ramach umowy 509/P-DUN/2018 ze środków MNiSW przeznaczonych na działalność upowszechniającą naukę (2019).