Use of Pictures and Interactive Posts in Facebook Marketing
Social media is getting imperative in today”s internet world.Casual observations about companies” social media activities from its Facebook Page,such as number of posts per month,the number of likes,number of taking about(i.e.about people engaged and interacted with particular company post in Facebook Page),number of influential fans and number of shares were reviewed.Those posts identified in the study consisted of meaningful pictures,seasonal greetings,and promotional message.Results show that:(1)Facebook users have a great attention on meaningful pictures posted by the company;(2)contextual cues can be enriched by the context of the images used in the post;(3)interactive-multimedia message is an effective way to enhance customer engagements in Facebook.These findings are discussed in light of research on the effect of ”picture superiority” and ”semantic coding” on effectiveness of pictures and words.This study concluded that the selection of graphical elements and context of posts in Facebook are important to capture people”s attention of Facebook.
Facebook Marketing Picture Superiority Customer Engagements
Eric K.W.Lau
Department of Marketing,City University of Hong Kong
国内会议
China Marketing International Conference 2015 (2015中国市场营销国际学术年会)
西安
英文
68-77
2015-07-24（万方平台首次上网日期，不代表论文的发表时间）