Please use this identifier to cite or link to this item: http://hdl.handle.net/1946/22574
The purpose of this study is to identify the kinds of content that are most likely to increase post popularity on Facebook. Icelandair, an Icelandic airline, was chosen as the subject of the study for two reasons. Firstly, the company has a very active and progressive social media marketing strategy. Secondly, competition amongst airlines has been increasing tremendously over the last decade, which has greatly increased the importance of marketing for the industry. The study is conducted using data from Icelandair’s fan page. Posts posted between the beginning of 2011 and early 2015 (242 posts) are collected and then analyzed and categorized by post types. The post types used are: ‘informative’ posts, ‘entertaining’ posts, ‘promotional’ posts and ‘social’ posts. A regression analysis is then used to detect any relationships between posts types and several indicators of post popularity, these being the numbers of ‘likes’, ‘comments’ and ‘shares’ on a post. Furthermore the relationships between post vividness and popularity, and between post interactivity and popularity, are also examined. The results of the study indicate that there is a positive relationship between the levels of vividness a Facebook post exhibits and its post popularity. The results are mixed in the case of post interactivity, low interactivity (‘link’) having a negative effect on post popularity while high interactivity (‘question’) has a postive effect on post popularity. The results also suggest a strongly positive relationship between ‘entertaining’ posts and post popularity. The evidence further points towards a negative relationship between ‘promotional’ posts and post popularity.
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