Framing Facebook Content: An Analysis of How Framing Strategies Drive Facebook Engagement

Q2 Business, Management and Accounting

Journal of Promotion Management Pub Date : 2022-04-05 DOI:10.1080/10496491.2022.2060413

B. Trifiro, Akanksa Upadahay, Siyu Liu, Zhimin Zhang, Kelsey Prena

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引用次数: 2

Abstract

Abstract To date, there has been ample work dedicated to understanding how framing typologies impact audiences. However, there has been rather little empirical evidence pertaining to the relationship between framing typologies and subsequent user engagement, specifically in regards to how frames impact how users engage with online content. The goal of the present study seeks to expand upon the existing literature, with a specific focus on some of the most prolific typologies used within the communication discipline. In an analysis of Facebook content produced by 239 Down syndrome nonprofits over the course of one year, we offer several findings regarding the relationship between the frames used within Facebook content and the subsequent user engagement that they received. Most notably, results indicate that Facebook posts that utilized elements of the human-interest frame were associated with higher user engagement. Further, despite existing literature indicating the contrary, there does not appear to be a statistically significant difference in user engagement between posts that utilized episodic as opposed to thematic framing. The results presented here offer recommendations for practitioners, marketing professionals, as well as individuals looking to grow their social media presence.

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框架化Facebook内容:框架化策略如何推动Facebook用户粘性分析

摘要到目前为止，已经有大量的工作致力于理解框架类型如何影响受众。然而，很少有实证证据表明框架类型与随后的用户参与之间的关系，特别是框架如何影响用户如何参与在线内容。本研究的目标是扩展现有文献，特别关注传播学科中使用的一些最丰富的类型学。在对239家唐氏综合症非营利组织在一年中制作的脸书内容的分析中，我们提供了一些关于脸书内容中使用的框架与他们随后获得的用户参与度之间关系的发现。最值得注意的是，研究结果表明，使用人类兴趣框架元素的Facebook帖子与更高的用户参与度有关。此外，尽管现有文献表明情况恰恰相反，但与主题框架相比，使用情景框架的帖子在用户参与度方面似乎没有统计学上的显著差异。这里给出的结果为从业者、营销专业人士以及希望扩大社交媒体影响力的个人提供了建议。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Promotion Management Business, Management and Accounting-Marketing

CiteScore

6.10

自引率

0.00%

发文量

期刊介绍： The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.