مقاله انگلیسی بازاریابی رسانه های اجتماعی برای مشاغل
Abstract
Keywords
Introduction
Literature review
Experimental design, method and metrics
Experimental results and observations
Discussion and conclusion
Limitations and future research
Declaration of Competing Interest
Acknowledgement
Appendix A.
References
ABSTRACT
The effectiveness of social media marketing is a topic of great interest for researchers as well as marketers. To enrich the literature regarding the effectiveness of various types of posts with a web-link, we designed and conducted an experiment on Facebook (FB). This experiment was conducted in a real business environment, through the FB fanpage of a Polish e-commerce store. The observations were analyzed using multiple linear regression and metrics adapted to this experiment from the literature. The results show that a web-link placed in the comments of an FB post, instead of the caption, is more lucrative. It is also shown that, based on the aims of the campaign, such metrics can give valuable information about the optimal time for posting, as well as the interval between posts.
Introduction
Exponential growth in the number of internet users has led businesses to explore efficient ways of managing their presence in electronic space. Businesses have adapted new business models that allow them to utilize the opportunities that the internet has to offer (Wielki, 2010). Together with the growing number of internet users, social media has also gained traction rapidly and a significant increase in social media users is still noticeable across the globe. It was anticipated that, in 2020, the user base would reach 2.96 billion, which would further grow to 3.09 billion in 2021.1 According to the latest reports,2 in 2020 when much of the world was in lockdown, the number of social media users grew at its fastest rate in recent years and reached 4.2 billion, thus surpassing the forecast by an enormous margin. The power of the social media ecosystem has been amplified due to these substantial numbers, but its high importance is due to the fact that it connects, directly or indirectly, online elements of the economy to its offline elements (Hanna, Rohm, & Crittenden, 2011). This is especially true in the case of Facebook (FB), with more than 2.74 billion users active monthly2 , which has proven to be a very popular platform for marketing products, promoting brands, managing relationships and communicating with customers (Chodak & Suchacka, 2017; Myers West, 2018).