Journal: Journal of Business Research
Authors: Yash Chawla 1
and Grzegorz Chodak 1
Affiliations: 1 Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology, Wyb. Wyspianskiego 27, 50-370 Wroclaw, Poland
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. View Full-Text on Journal’s Webpage
Social media marketing for businesses: Organic promotions of web-links on Facebook