University of Twente Student Theses
Content marketing on social media : Evaluating the effectiveness of Facebook posts in a content marketing context
Waveren, R. van (2015) Content marketing on social media : Evaluating the effectiveness of Facebook posts in a content marketing context.
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| Abstract: | In this research the effectiveness of different message types on social media was evaluated qualitatively in a content marketing context. The following research questions lead this investigation: Which social media messages do respondents differentiate? Why do respondents prefer certain social media messages over others? Which social media messages spark the most interest in the sender organization? This was done in two studies: a natural grouping exercise with follow-up interviews and an open-ended online survey. It was found that readers enjoy short posts with bright images. The content of the message must be clear and consistent across message aspects. Posts about past events, concerning sales purposes and extensive information were not appreciated. In study 2, examples of strong, average and weak Facebook posts are created and verified. It is argued that Facebook is a medium prone to peripheral processing, as suggested in the Elaboration Likelihood Model. People prefer cue-based posts, but for creating a strong and lasting relationship with the brand, central processing needs to be triggered. Therefore, future research should focus on finding ways to use cue-based Facebook posts to spark people’s interest, to then trigger central processing, possibly on another medium. Another main conclusion in this research is that content marketing is a promising strategy for services organizations, but more research is needed to find the best ways to apply this strategy. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/68374 |
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