Likeability on Facebook

Robbin Extra

ISBN 10: 3847308068 / ISBN 13: 9783847308065

Published by LAP LAMBERT Academic Publishing Dez 2011, 2011

About this Item

This item is printed on demand - Print on Demand Titel. Neuware -This book seeks to develop a better understanding on how managers should manage their brand's wall posts on Facebook in order to maximize the effectiveness in terms of number of likes and comments. The research purpose of this study was exploratory; the aim was to find out 'what is happening' and to 'seek new insights'. As a starting point, a literature study on the changing media environment and the impact of mood on behavior is carried out. Via a deductive approach the research questions of the study are linked to the hypotheses that are drawn based on the literature study. There is collected both primary and secondary data in order to be able to test these hypotheses. The findings of the study have revealed that there indeed are certain wall post characteristics that seem to influence the effectiveness of the message. The principal conclusion is that there are some message characteristics that increase the effectiveness of a message, but that there also are some characteristics that decrease the effectiveness of a message.VDM Verlag, Dudweiler Landstraße 99, 66123 Saarbrücken 108 pp. Englisch.

Seller Inventory # 9783847308065

Bibliographic Details

• Title: Likeability on Facebook
• Publisher: LAP LAMBERT Academic Publishing Dez 2011
• Publication Date: 2011
• Language: English
• ISBN 10: 3847308068
• ISBN 13: 9783847308065
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 220W x 150H x 7D millimeters 220 millimeters width by 150 millimeters height by 7 millimeters depth
• Weight: 179 grams

About this title

Synopsis

This book seeks to develop a better understanding on how managers should manage their brand’s wall posts on Facebook in order to maximize the effectiveness in terms of number of likes and comments. The research purpose of this study was exploratory; the aim was to find out “what is happening” and to “seek new insights”. As a starting point, a literature study on the changing media environment and the impact of mood on behavior is carried out. Via a deductive approach the research questions of the study are linked to the hypotheses that are drawn based on the literature study. There is collected both primary and secondary data in order to be able to test these hypotheses. The findings of the study have revealed that there indeed are certain wall post characteristics that seem to influence the effectiveness of the message. The principal conclusion is that there are some message characteristics that increase the effectiveness of a message, but that there also are some characteristics that decrease the effectiveness of a message.

About the Author

Robbin Extra obtained his Bachelor’s Degree in Commercial Economics at the Hogeschool Rotterdam in 2010. He further continued with studies and obtained a Master’s Degree in Economics and Business (specialization: Marketing) at the Erasmus University Rotterdam. He conducted his MSc research on the likeability of wall posts on brands’ Facebook pages.