How Businesses Draw Attention on Facebook through Incentives, Vividness and Interactivity

• Main Authors: Chua, Alton Yeow Kuan, Banerjee, Snehasish
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Article
• Language: English
• Published: 2015
• Subjects: Facebook; Social media marketing; Attention; Information overload; Social networking sites
• Online Access: https://hdl.handle.net/10356/81058; http://hdl.handle.net/10220/39070; http://www.iaeng.org/IJCS/issues_v42/issue_3/
• Institution: Nanyang Technological University

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.