Do We Know What Contents Work for Social Commerce? A Case of Customer Engagement in Facebook Brand Pages

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2019-12-01 DOI:10.7903/ijecs.1602

Mathupayas Thongmak

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引用次数: 5

Abstract

Social commerce is e-commerce empowered by social media. Good content strategy that takes into account what customers value is important to success, but very little is known about proper content types. The goal of this study was thus to understand the role of post quantity and content types in customer engagement on Facebook pages using content analysis to collect qualitative data and quantitative data. Content types were categorized into two categories and nine sub-categories according to the 4Ps theory along with uses and gratifications theory. More than 1,500 posts from 183 brand pages were analyzed to examine the relationships between overall posts per page in a week, the page’s engagement, and popularity. The results represent the first attempts to explore content types with various established theories. The findings of this study could reflect the post types of brand pages by industries and guide brand page administrators toward effective content strategy. To cite this document: Mathupayas Thongmak, "Do We Know What Contents Work for Social Commerce? A Case of Customer Engagement in Facebook Brand Pages", International Journal of Electronic Commerce Studies, Vol.10, No.2, pp.141-174, 2019. Permanent link to this document: http://dx.doi.org/10.7903/ijecs.1602

查看原文本刊更多论文

我们知道什么内容对社会商业有效吗？Facebook品牌页面中的客户参与案例

社交商务是由社交媒体推动的电子商务。考虑到客户价值的良好内容战略对成功很重要，但对正确的内容类型知之甚少。因此，本研究的目的是通过内容分析收集定性数据和定量数据，了解帖子数量和内容类型在Facebook页面客户参与中的作用。根据4Ps理论以及使用和满足理论，将内容类型分为两类和九个子类。对183个品牌页面中的1500多条帖子进行了分析，以考察一周内每页的整体帖子、页面的参与度和受欢迎程度之间的关系。这些结果代表了首次尝试用各种既定的理论来探索内容类型。本研究的结果可以反映各行业品牌页面的帖子类型，并指导品牌页面管理员制定有效的内容策略。引用本文件：Mathupayas Thongmak，“我们知道什么内容对社交商业有效吗？Facebook品牌页面中的客户参与案例”，《国际电子商务研究杂志》，第10卷，第2期，第141-1742019页。本文件的永久链接：http://dx.doi.org/10.7903/ijecs.1602

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.