Open AccessDeconstruction of a Facebook campaign model on the example of three brands
Author(s) -
Vlasta Kučiš,
Slobodan Hadžić,
Darja Kupinić Guščić
Publication year - 2021
Publication title -
informatologia
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.139
H-Index - 7
eISSN - 1848-7793
pISSN - 1330-0067
DOI - 10.32914/i.54.1-2.5
Subject(s) - desk , advertising , social media , minor (academic) , deconstruction (building) , business , computer science , engineering , world wide web , political science , operating system , waste management , law
The authors of this paper present the results of desk research and content analysis of Facebook campaigns run by commercial brands. Every brand aims to increase fan activity on its Facebook page, consisting of likes, comments and shares. The authors focuse primarily on analysing the form and the content of Facebook posts and their impact on user activity. Based on their study of Facebook profiles and communication onthe example of three commercial brands (a beer, a bank and women’s stockings), the authors built a matrix they believe is applicable to most commercial brands and can be used as the framework for the analysisof any Facebook campaign, with minor additions and adaptations.