Marketing via Social Networking Sites: A Study of Brand-Post Popularity for Brands in Singapore

• Main Authors: Chua, Alton Yeow Kuan, Banerjee, Snehasish
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Conference or Workshop Item
• Language: English
• Published: 2017
• Subjects: Marketing; Facebook
• Online Access: https://hdl.handle.net/10356/85831; http://hdl.handle.net/10220/43863; http://www.iaeng.org/publication/IMECS2015/IMECS2015_pp363-368.pdf
• Institution: Nanyang Technological University

Businesses often rely on social networking sites such as Facebook for marketing purposes. They create brand pages to disseminate brand-related posts among potential customers. Some brand-posts become popular by attracting substantial likes, comments and shares. In contrast, others remain largely ign...