Evaluating Facebook brand content popularity for service versus goods offerings

• Published in: Journal of business research Vol. 79; pp. 123 - 133
• Main Authors: Swani, Kunal, Milne, George R.
• Format: Journal Article
• Language: English
• Published: Elsevier Inc 01.10.2017
• Subjects: Facebook; Marketing communications; Services marketing; Social media; Word of mouth; Services marketing; Marketing communications; Word of mouth; Facebook; Social media

Marketers using social media are struggling with its successful implementation, specifically in engaging their audiences through creation of popular brand content. Yet, creating popular brand content can lead to positive financial and brand outcomes. This research examines Fortune 500 companies'...