Advanced SearchSearch Tips
Enhancing Multidimensional Customer Engagement on Social Media Marketing: Based on the posting contents and display types in Facebook Fan Pages
facebook(new window)  Pirnt(new window) E-mail(new window) Excel Download
  • Journal title : The Journal of Information Systems
  • Volume 24, Issue 4,  2015, pp.99-116
  • Publisher : The Korea Association of Information Systems
  • DOI : 10.5859/KAIS.2015.24.4.99
 Title & Authors
Enhancing Multidimensional Customer Engagement on Social Media Marketing: Based on the posting contents and display types in Facebook Fan Pages
Kang, Bong Su; Lee, Kyu Hyun; Kim, Hee-Woong;
  PDF(new window)
Purpose One of the main characteristics of Social Network Service(SNS) is that users in an open space makes posts through voluntary participation and sharing among them. This makes SNS a very attractive channel to companies that need to send their messages to consumers. As a matter of fact, there are many companies doing marketing activities through a platform of Fan Page as a space for corporations and consumers to act together. This study defines the values and types of companies' advertising posts on Facebook, empirically analyzes the results of them, and investigates factors that could enhance the customer engagement. Design/methodology/approach A research model was built to demonstrate which values and types of posts were combined by corporations' posts on Facebook and create their messages and which of those combinations would lead to high results of customer engagement. Findings The results show differences in the values of posts between the group of high customer engagement and the other group on Facebook. This study makes its contribution by conducting elaborate analysis of posts on Facebook and thus proposing marketing strategies that companies, which had difficulties with systematic marketing activities due to cost limitations, could use on Facebook.
Social Media;FCB Grid Model;Customer Engagement;Theory of Consumption Value;
 Cited by
김현희, 범기수, "기업 페이스북의 이용동기가 브랜드 충성도에 미치는 영향," 광고연구, 제100호, 2014, pp. 5-33.

두진희, 김정현, "페이스북 광고 유형에 따른 효과 연구: 설득 지식 모델과 기술 수용 모델을 중심으로," 한국광고홍보학보, 제14권, 제2호, 2012, pp. 300-330.

안대천, 김상훈, "웹사이트에 활용된 서비스 브랜드의 온라인 메시지 소구전략과 서비스 품질정보에 관한 연구," 언론과학연구, 제10권, 제4호, 2010, pp. 267-306.

이경렬, "페이스북광고의 효과에 관한 실증적 연구: 노출형광고와 "좋아요" 메시지의 광고효과의 차이를 중심으로," 미디어경제와 문화, 제10권, 제4호, 2012, pp. 39-84.

이수범, 김남이, "페이스북 팬페이지의 메시지 및 크리에이티브 전략에 관한 연구," 소비자문제연구, 제42권, 2012, pp. 123-148.

이은선, 임연수, "페이스북을 활용한 국내 기업의 마케팅 커뮤니케이션에 대한 탐색적 연구: 의미연결망을 통한 메시지 구조 분석," 한국광고홍보학보, 제14권, 제3호, 2012, pp. 124-155.

조은영, 박진원, 김희웅, "소셜미디어 마케팅 실패사례 분석을 통한 소셜미디어 마케팅 전략 연구," 지식경영연구, 제16권, 제2호, 2015, pp. 91-111.

최재원, 박영진, 김경규, "페이스북 기업 팬페이지 지속적 이용의도의 결정요인," 대한경영학회지, 제27권, 제4호, 2014, pp. 525-545.

Brady, M. K., Voorhees, C. M., Jr, J. J. C., and Bourdeau, B. L., "The good guys don't always win: the effect of valence on service perceptions and consequences," Journal of Services Marketing, 2006, pp. 83-91. (doi: 10.1108/08876040610657011) crossref(new window)

Kotler, P., "Behavioral Models for Analyzing Buyers," Journal of Marketing, Vol. 29, No. 4, 1965, pp. 37-45.

Mortimer, K., "Integrating advertising theories with conceptual models of services advertising," Journal of Services Marketing, Vol. 16, No. 5, 2002, pp. 460-468. crossref(new window)

Pletikosa Cvijikj, I., and Michahelles, F., "Online Engagement Factors on Facebook Brand Pages," Social Network Analysis and Mining, Vol. 3, No. 4, 2013, pp. 843-861. crossref(new window)

Porter, L., and Golan, G. J., "From Subservient Chickens to Brawny Men: A Comparison of Viral Advertising to Television Advertising," Journal of Interactive Advertising, Vol. 6, No. 2, 2006, pp. 26-33.

Rintamaki, T., Kanto, A., Kuusela, H., and Spence, M.T., "Decomposing the Value of Department Store Shopping into Utilitarian, Hedonic and Social Dimensions," International Journal of Retail and Distribution Management, Vol. 34, No. 1, 2006, pp. 6-24. crossref(new window)

Sheth, J.N., Newman, B.I., and Gross, B.L., "Why We Buy What We Buy: A Theory of Consumption Values," Journal of Business Research, Vol. 22, No. 2, 1991, pp. 159-170. crossref(new window)

Swani, K., Milne, G., and Brown, B. P., "Spreading the word through likes on Facebook: Evaluating the message strategy effectiveness of Fortune 500 companies," Journal of Research in Interactive Marketing, Vol. 7, No. 4, 2013, pp. 269-294. crossref(new window)

Vaughn, R., "How advertising works: A planning model," Journal of Advertising Research, Vol. 20, No. 5, 1980, pp. 27-33.

Aamplify, What's a good facebook engagemnet rate?, 2013, Available:

FBMKT, LG생활건강의 페이스북 마케팅, 보떼(BEAUTE) 페이스북 마케팅 사례!. 2013, Available:

Stelzner, M. A., 2014 SOCIAL MEDIA MARKETING INDUSTRY REPORT, 2014, Available: