How Businesses Draw Attention on Facebook through Incentives, Vividness and Interactivity
Businesses often use Facebook to create brand pages and disseminate brand-related posts. However, not all brand-posts equally draw users’ attention. In this vein, this paper identifies three factors—incentives, vividness and interactivity—that are potentially related to users’ attention toward brand...
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| Main Authors: | , |
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| Other Authors: | |
| Format: | Article |
| Language: | English |
| Published: |
2015
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/81058 http://hdl.handle.net/10220/39070 http://www.iaeng.org/IJCS/issues_v42/issue_3/ |
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| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | Businesses often use Facebook to create brand pages and disseminate brand-related posts. However, not all brand-posts equally draw users’ attention. In this vein, this paper identifies three factors—incentives, vividness and interactivity—that are potentially related to users’ attention toward brand-posts. Specifically, the objective of this paper is two-fold. First, it investigates how incentives, vividness and interactivity are separately associated with users’ attention toward brand-posts. Second, it investigates how the interplay of the three factors is associated with attention toward brand-posts. Facebook brand pages for businesses in Singapore are considered as the test case for investigation. Attention toward brand-posts is conceived as the volumes of likes, comments and shares attracted by the entries. Results suggest that brand-posts without incentives are most likely to draw attention if they arouse visual appeal, and solicit trivial interactions that are not overly time-consuming. |
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