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Engagement analysis of Rinso Indonesia's Facebook fan page

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Internet technologies bring many advantages to the human life. Many integrate these new technologies to everyday activities, including promotional and marketing activities. One of the newest features promoted by the Internet is social media. The increasing number of social media users brings advantages for the marketers of brands to create an interaction with the customers. This interaction is really important for the brand since today?s market competition demands brands to engage customers to built brand loyalty. Facebook as the largest social media has released Facebook fan page to facilitate interactions between brands and their customers. In May 2012, Rinso Indonesia's Facebook fan page had the highest engagement rate among other brands in Indonesia. Hence, the purpose of this research is to do an engagement analysis of a brand?s Facebook fan page namely Rinso Indonesia?s Facebook fan page. By conducting a content analysis of the fan page and Focus Group Discussion (FGD) with Rinso Indonesia?s fan page members, this study reveals that posting types, content category, and time posting influence customer?s level of interaction with a brand?s fan page. In addition, customers show greater interactions in post that are related to their motives in joining the brand?s fan page. Finally, findings reveal that customers engage better in the fan page that have informative contents rather than promotional contents.

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Availability

B01516

(wh)

Available but not for loan - Missing

Detail Information

Series Title

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Call Number

1516

Publisher

: Swiss German University., 2013

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

PR

Specific Detail Info

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Statement of Responsibility

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