Determinants of key measures of the social media

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Determinants of key measures of the social media

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Determinants of key measures of the social media

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

AH - Ekonomie

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2016

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

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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Počet stran výsledku

8

Strana od-do

153-160

Název nakladatele

TRAUNER VERLAG, KOGLSTR 14, 4020 LINZ, AUSTRIA

Místo vydání

Linz, Austria

Místo konání akce

Poděbrady, Czech republic

Datum konání akce

7. 9. 2016

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000387756100017