A Study of Factors Influencing Popularity of Branded Content in Facebook Fan Pages Based on Data Analysis

Recently, the number of enterprises using social network sites (SNS) grows up sharply. As a brand new marketing approach, SNS let the company users get the benefits right away, for instances, exposures increasing, potential customers locating, and loyalty buildings. Therefore, lots of enterprises attempt to absorb the eye balls and gather more chance to interact with customers by constructing spectacular and delightful contents on SNS. In the other hand, how to effectively get more views and target customers are still unknown issue, business users have to concern about various parts like “how to present”, “what’s the topic” and “when to upload” to match the needs of the customers. In order to investigate the issue, this study here provide some means to survey customer acts by building the contents of SNS. Based on the use and gratification framework, this study focus on satisfying customers through content development. By case literature studies, we could verify a few important indexes of planning and development which are able to control the popularity of the contents. The indexes are type of posts, which weekday of the posts, the uploading time, the category of posts and responding from admins. This study takes the retailor enterprise 7-Eleven from Taiwan as the main study target and examine the impacts from the indexes in different countries and industries. For the conclusion, we could point out the uploading time, the category of posts and responding from admins cause huge difference for customer behaviors. Furthermore, for the presentation, foreign fans pages are mostly differ from domestic ones, but share quite the same situation between the domestic fans pages. In terms of industry types, we could also getting the same conclusions. The findings are able to improve enterprise users to understand the attributes of quality content and how to promote positive customer engagement on SNS.