How Businesses Draw Attention on Facebook through Incentives, Vividness and Interactivity
Chua, Alton Yeow Kuan
Date of Issue2015-07-10
Wee Kim Wee School of Communication and Information
Businesses often use Facebook to create brand pages and disseminate brand-related posts. However, not all brand-posts equally draw users’ attention. In this vein, this paper identifies three factors—incentives, vividness and interactivity—that are potentially related to users’ attention toward brand-posts. Specifically, the objective of this paper is two-fold. First, it investigates how incentives, vividness and interactivity are separately associated with users’ attention toward brand-posts. Second, it investigates how the interplay of the three factors is associated with attention toward brand-posts. Facebook brand pages for businesses in Singapore are considered as the test case for investigation. Attention toward brand-posts is conceived as the volumes of likes, comments and shares attracted by the entries. Results suggest that brand-posts without incentives are most likely to draw attention if they arouse visual appeal, and solicit trivial interactions that are not overly time-consuming.
Social media marketing
Social networking sites
IAENG International Journal of Computer Science
© 2015 International Association of Engineers. This paper was published in IAENG International Journal of Computer Science and is made available as an electronic reprint (preprint) with permission of International Association of Engineers. The published version is available at: [http://www.iaeng.org/IJCS/issues_v42/issue_3/]. One print or electronic copy may be made for personal use only. Systematic or multiple reproduction, distribution to multiple locations via electronic or other means, duplication of any material in this paper for a fee or for commercial purposes, or modification of the content of the paper is prohibited and is subject to penalties under law.