| Title |
An investigation on consumer sociability behaviour on Facebook / |
| Authors |
Vaiciukynaite, Eglė ; Massara, Francesco ; Gatautis, Rimantas |
| DOI |
10.5755/j01.ee.28.4.15078 |
| Full Text |
|
| Is Part of |
Inžinerinė ekonomika = Engineering economics.. Kaunas : KTU. 2017, vol. 28, iss. 4, p. 467-474.. ISSN 1392-2785. eISSN 2029-5839 |
| Keywords [eng] |
consumer sociability ; content type ; emotional text ; Facebook ; media type |
| Abstract [eng] |
Recent social network sites (SNSs) have become extremely popular playing an important role in consumers’ everyday lives. Consumers become more active and spend more time on SNSs with their family and friends, thus, companies may communicate and exchange product or service-related information with them through their official Facebook pages. The paper aims to investigate the characteristics of company messages that facilitate consumer sociability behaviour in terms of likes, comments and shares on a company Facebook page integrating an interdisciplinary methodology followed by an analysis of content and text performed with the Linguistic Inquiry and Word Count Software (LIWC). The data were obtained from the messages of international hotel brands on Facebook between 14 January 2015 and 14 January 2016. A total of 144 messages were used. The results reveal that company messages with a low or medium level of vividness exhibit higher levels of liking, commenting, and sharing. Messages with a medium level of interactivity also generate more comments and shares. The number of likes is related to the number of positive words in the messages. Limitations and suggestions for future research are offered in the conclusion. |
| Published |
Kaunas : KTU |
| Type |
Journal article |
| Language |
English |
| Publication date |
2017 |
| CC license |
|
