Determinants of key measures of the social media

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F16%3A72840" target="_blank" >RIV/60460709:41110/16:72840 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Determinants of key measures of the social media
Original language description
The aim of the paper is to find the determinants of the key measures of the success of the Facebook (FB) page - organic reach of the FB posts and the number of engaged users. Both measures are given to the relation with the number of FB page fans. Two FB pages of a different size are compared (A - large FB page with almost 60 000 fans and B - middle sized with almost 10 000 fans). Two-equation simultaneous model is constructed. Key FB page s success measures are explained by the number of likes, shares and comments. The results show that smaller FB page has higher reach per one post than the larger. However, if there were no comments and no post reach, the number of lifetime engaged users would be higher in case of larger page. Increase of the number of post s shares increases the post reach statistically significantly only in case of smaller FB pages. We also found that the fact whether the reach is paid plays an important role in achieving the reach of the posts and engagement of the users.
Czech name
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Czech description
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Publication year
2016
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
IDIMT-2016 Information Technology, Society and Economy Strategic Cross-Influences
ISBN
978-3-99033-869-8
ISSN
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e-ISSN
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Number of pages
8
Pages from-to
153-160
Publisher name
TRAUNER VERLAG, KOGLSTR 14, 4020 LINZ, AUSTRIA
Place of publication
Linz, Austria
Event location
Poděbrady, Czech republic
Event date
Sep 7, 2016
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000387756100017

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