Engagement Factors Analysis of Companies Managing Their Presence on Facebook Platform: A Quantitative Approach Research in Airlines Sector

Wijonarko, Gugus and Nastišin, Ľudovít and Fedorko, Richard and Bačík, Radovan and Rigelský, Martin (2019) Engagement Factors Analysis of Companies Managing Their Presence on Facebook Platform: A Quantitative Approach Research in Airlines Sector. Polish Journal of Management Studies, 20 (1). pp. 456-467. ISSN 2081-7452

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Abstract

Currently, idea of the marketing management - activity of social networks seems to be a strong source of building a competitive advantage. This activity should not be underestimated and should be the subject of continuous applied research.The aim of the research was to identify statistically significant differences in selected engagement indicators on Facebook - likes, comments and shares in relation to the different types of content that selected companies (airlines) manage and add to this platform. The analysis was carried out on a sample of 20 global airlines. A total of 4,858 contributions from the companies concerned were analyzed using quantitative statistical methods. Engagement differences between the type of post (image / photo, video, link, text / status) arrived at with the help of Wald-type MANOVA is significant. The most frequent forms of engagement were presented, as well as the dominance of specific types of content added. There were also significant differences in users commenting.

Item Type:	Article
Uncontrolled Keywords:	Facebook, engagement, content type, social media management, Wald MANOVA
Subjects:	H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	S1 Ilmu Administrasi Bisnis
Depositing User:	Diyan Opka Vandisia
Date Deposited:	27 Feb 2020 07:41
Last Modified:	22 Feb 2021 06:27
URI:	http://repositori.stiamak.ac.id/id/eprint/1

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