Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/144771
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dc.contributor.authorBanerjee, Snehasishen_US
dc.contributor.authorChua, Alton Yeow Kuanen_US
dc.date.accessioned2020-11-24T02:06:27Z-
dc.date.available2020-11-24T02:06:27Z-
dc.date.issued2019-
dc.identifier.citationBanerjee, S., & Chua, A. Y. K. (2019). Identifying the antecedents of posts’ popularity on Facebook fan pages. Journal of Brand Management, 26, 621-633. doi:10.1057/s41262-019-00157-7en_US
dc.identifier.issn1350-231Xen_US
dc.identifier.urihttps://hdl.handle.net/10356/144771-
dc.description.abstractInformed by the related theories of agenda-setting and framing, the purpose of this paper is to identify the antecedents of posts’ popularity on Facebook Fan Pages. Posts’ popularity is conceptualized as the volumes of Likes, Comments and Shares attracted by the entries. Building on prior studies, the paper proposes a conceptual framework that identifies four categories of antecedents—presentation, brand awareness, engagement and temporal—that could be related to posts’ popularity on Facebook Fan Pages. The framework was validated by drawing 10,000 posts from 50 Facebook Fan Pages. The posts were measured in terms of the dimensions of the four categories. Hierarchical regression was used for analysis with volumes of Likes, Comments and Shares as the three separate dependent variables. Several dimensions from all the categories of antecedents were found to have a significant bearing on Likes, Comments and Shares. In particular, the presentation category emerged as being the most important in promoting posts’ popularity. The findings have implications for social media brand managers.en_US
dc.language.isoenen_US
dc.relation.ispartofJournal of Brand Managementen_US
dc.rights© 2019 Springer Nature Limited. All rights reserved. This paper was published in Journal of Brand Management and is made available with permission of Springer Nature Limited.en_US
dc.subjectSocial sciences::Communicationen_US
dc.titleIdentifying the antecedents of posts’ popularity on Facebook fan pagesen_US
dc.typeJournal Articleen
dc.contributor.schoolWee Kim Wee School of Communication and Informationen_US
dc.identifier.doi10.1057/s41262-019-00157-7-
dc.description.versionAccepted versionen_US
dc.identifier.issue6en_US
dc.identifier.volume26en_US
dc.identifier.spage621en_US
dc.identifier.epage633en_US
dc.subject.keywordsContent Analysisen_US
dc.subject.keywordsEngagementen_US
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