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Factors influencing popularity of branded content in Facebook fan pages

Author
Sabate, F.; Berbegal-Mirabent, J.; Cañabate, A.; Lebherz, Philipp R.
Type of activity
Journal article
Journal
European Management Journal
Date of publication
2014-12-01
Volume
32
Number
6
First page
1001
Last page
1011
DOI
https://doi.org/10.1016/j.emj.2014.05.001 Open in new window
Repository
http://hdl.handle.net/2117/24541 Open in new window
URL
http://authors.elsevier.com/a/1PyS1xscsbxRV Open in new window
Abstract
Social media is achieving an increasing importance as a channel for gathering information about products and services. Brands are developing its presence in social networking sites to meet brand awareness, engagement and word of mouth. In this context, the analysis of the factors that are conditioning consumer interaction with branded content becomes a matter of interest. This paper aims to shed light on those factors that are expected to impact on Facebook branded post popularity. A conceptual ...
Citation
Sabate, F. [et al.]. Factors influencing popularity of branded content in Facebook fan pages. "European Management Journal", 01 Desembre 2014, vol. 32, núm. 6, p. 1001-1011.
Keywords
brands communications, consumer engagement, content marketing, facebook brand page, online marketing, social media, social media optimization, social networking sites
Group of research
GRDU -
GREDIC - Research group about Innovation and Knowledge Economy
inLab FIB

Participants