Do We Know What Contents Work for Social Commerce? A Case of Customer Engagement in Facebook Brand Pages

Authors

  • Mathupayas Thongmak MIS Department, Thammasat Business School, Thammasat University

DOI:

https://doi.org/10.7903/ijecs.1602

Keywords:

Facebook Brand pages, Customer Engagement, Social Commerce, Marketing Mix, Uses and Gratifications

Abstract

Social commerce is e-commerce empowered by social media. Good content strategy that takes into account what customers value is important to success, but very little is known about proper content types. The goal of this study was thus to understand the role of post quantity and content types in customer engagement on Facebook pages using content analysis to collect qualitative data and quantitative data. Content types were categorized into two categories and nine sub-categories according to the 4Ps theory along with uses and gratifications theory. More than 1,500 posts from 183 brand pages were analyzed to examine the relationships between overall posts per page in a week, the page’s engagement, and popularity. The results represent the first attempts to explore content types with various established theories. The findings of this study could reflect the post types of brand pages by industries and guide brand page administrators toward effective content strategy.

To cite this document: Mathupayas Thongmak, "Do We Know What Contents Work for Social Commerce? A Case of Customer Engagement in Facebook Brand Pages", International Journal of Electronic Commerce Studies, Vol.10, No.2, pp.141-174, 2019.

Permanent link to this document:
http://dx.doi.org/10.7903/ijecs.1602

Author Biography

Mathupayas Thongmak, MIS Department, Thammasat Business School, Thammasat University

The EQUIS-accredited Thammasat Business School (TBS) was established in 1938 as the Faculty of Commerce and Accountancy.  It offers a wide range of business education in various fields, from bachelor’s to doctoral levels, in both Thai and English.  It currently offers 2 Bachelors, 1 Diploma, 9 Masters and 1 Doctoral Degree programs.  A wide range of fields are covered – including  accounting, finance and banking, marketing, management information systems, entrepreneurship and human resource managements, operations management, international business, logistics and transport management and real estate business. This is the information about our partner universities http://inter.tbs.tu.ac.th/index.php/partner-universities/

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Published

2019-12-31

Issue

Vol. 10 No. 2 (2019)

Section

Marketing issue for e-commerce