What can the brand manager expect from Facebook?
Australasian Marketing Journal
Elsevier for Australian and New Zealand Marketing Academy (ANZMAC)
© 2018 Australian and New Zealand Marketing Academy. Published by Elsevier Ltd. All rights reserved.
Reason for embargo
Under embargo until 3 August 2019 in compliance with publisher policy.
Managers cannot afford to ignore social media and have stepped up their involvement in the belief that social media activities extend the brand’s reach and engagement with consumers. Facebook is the preeminent social medium with an ever increasing branded content. One hundred brands selected from the Interbrand “Best Global Brand Report” form the basis of this study to test research propositions about the ability of branded Facebook pages to expand and engage users. Data captured from branded Facebook pages was supplemented with socialbaker’s data. No correlation is found between the size of a brand and the number of Facebook fans, and there is no consistent relationship with user engagement and brand size. The authors discuss broadening reach, improving engagement, interaction and activity and the implications for social media strategies and make recommendations for managing Facebook presence. Paid advertising is required to increase brand reach to all potential category users.
This is the author accepted manuscript. The final version is available from Elsevier via the DOI in this record.
Published online 3 February 2018.