What You Post is What You Get: ORIGINAL SCIENTIFIC PAPER The Mediator Role of Reached Individuals in the Causal Relationship RECEIVED: AUGUST 2019 among Posted Content Types and REVISED: NOVEMBER 2019 Follower Counts on Facebook ACCEPTED: NOVEMBER 2019 DOI: 10.2478/ngoe-2019-0020 Flora Poecze PhD Student at the University of Applied Sciences Burgenland, Austria UDK: 316.472.4:004.738.5:303.723 [email protected] JEL: C19, C39, Z13 Abstract Citation: Poecze, F. (2019). What You Post is What You Get: The Mediator This paper discusses the causal relationships among posted content types, the Role of Reached Individuals in number of reached individuals and follower counts of a Facebook brand page by the Causal Relationship of Posted Content Types and Follower Counts investigating the communication forms of a Hungarian Twitch.tv live streamer. on Facebook. Naše gospodarstvo/Our The Kolmogorov-Smirnov test for the analyses’ distributional properties is Economy, 65(4), 57–71. DOI: 10.2478/ followed by the Kruskal-Wallis H test, which determines significant differences in ngoe-2019-0020 content types in terms of their total reach, reaction, comment and share counts. The Kendall’s tau-b tests are performed for the examination of interrelationships among the retrieved Facebook metrics. Furthermore, mediation analysis is conducted, wherein the antecedent role is taken by post type, the follower count appears as a consequent variable and the total reach count takes the mediator role in the proposed model. The results of the analysis conclude that the analysed Facebook metrics display statistically significant, strong and positive correlations with one another; additionally, post type has a strong, significant and direct influence on reached individuals and although they do not show a significant, direct influence on follower count, they display a significant, total effect on it. The paper thereby contributes to the existing online brand personality and gaming research, offering value to the research domain of online marketing and communication as well. Keywords: Facebook, gaming, mediation, post type, follower, reach, mediation Introduction Social media usage has become an economic, social and cultural phenomenon, wherein not only civil individuals but also various organizations, firms and self-marketed brand personalities (Goncalves et al., 2015) are present. Facebook, being the most frequently used online social media platform (We Are Social, Hootsuite, & DataReportal, 2019), is used not merely by individuals but also for NAŠE GOSPODARSTVO OUR ECONOMY online marketing campaigns, raising brand awareness, online word-of-mouth communication, retailing and consumer engagement (Goncalves et al., 2015). Vol. 65 No. 4 2019 Among the various market-oriented purposes that Facebook offers, it is a brand page-based platform opportunity, which can be used by corporations as well pp. as self-marketed individuals. With the emergence and rapid growth of the 57–71 57 NAŠE GOSPODARSTVO / OUR ECONOMY Vol. 65 No. 4 / December 2019 gaming industry, in which digital game sales are gaining For the investigation of a Twitch streamer’s fanbase on an increasing percentage of the market, growing to as high Facebook, it is crucial to illustrate the multiple phenom- as 83%, as opposed to 17% of sales reached by physical ena at work, which construct the theoretical frame of the games in 2018 (Entertainment Software Association, analysed process itself. Thus, the academic discussion of 2019), and a briskly increasing data volume of online branding will serve as an introduction for personal brands, gaming internet traffic (Cisco Systems, 2012), a growing by establishing a theoretical background for the hereby number of online spectators are attending e-sport events analysed Twitch streamer, RandomNickname. On account (Sjöblom, Hassan, Macey, Törhönen, & Hamari, 2018) of contemporary digital marketing’s substantial role in and watching the streaming platform, Twitch.tv. Twitch. terms of advertising, distributing and seeking consumer tv, according to Johnson and Woodcock (2019), is having awareness, branding and self-marketing theories will also a particular impact on the video game industry, in terms be explored. Furthermore, the occupation of the discussed of extending the visibility and lifespan of games, offering Twitch streamer and the presence of his viewers/followers opportunities for game reviews and spreading knowledge will be considered from the context of digital labour and and expertise in game programming as well (Johnson & digital consumption on social media. Woodcock, 2019b). The most widely cited definition of the term ‘brand’ orig- Scientific research exploring the emerging trends of stream- inates from the American Marketing Association (AMA) ing spans back to 2012 (Kaytoue, Silva, Cerf, Meira, & and is characterised as ‘a name, term, sign, symbol, or com- Raïssi, 2012) and is receiving growing academic attention. bination of them that is designed to identify the goods or The present study aims to discover insights about the effects services of one seller or group of sellers and to differentiate of communication forms disclosed by a Hungarian online them from those of competitors’ (Keller, 2002, pp. 151– streamer, sharing content under the nickname, Random- 152). Despite its extensive occurrence in scientific literature Nickname. He is defined, based on marketing theory, as a since the 1960s, it was also criticised from numerous stand- self-marketed individual, whose main ‘working’ platform is points. Through the example of brand loyalty, Kollat, Engel, Twitch.tv, while only using Facebook as a means of commu- and Blackwell (1970) noted that there is an urgent need for nication with his audience. The hereby presented analysis standardised definitions for possible synthesis, compar- is of an exploratory nature and aims to discover the means ison or accumulation of findings. The extensive literature of received attention in terms of different posted content review conducted by de Chernatony and Dall’Olmo Riley, types on the Facebook brand page of the Twitch streamer encompassing more than a hundred studies published in the in question. 1980s and early 1990s, revealed key elements as centres of brand characteristics, such as its legal component in terms The goal of this paper is to identify possible causal relation- of ownership, its equivalence to a logo, company, identity ships among posted content forms, total reach and follower system, or an image in consumers’ minds, to name a few counts to investigate what kind of communication forms (cf. de Chernatony & Dall’Olmo Riley, 1998, pp. 418–424). prove to be most successful in terms of reached individuals and follower growth on a Facebook brand page. According to Arvidsson (2005), the concept of ‘brand’ experienced a shift of emphasis during its academic dis- cussion, which spans back to more than a half-century. While it focused on its producers formerly and served as Theoretical Background an indicator of commodity quality, the focal point of atten- tion drifted in later years in the direction of the image a Self-marketed individuals, called often as personal brands brand created in consumers’ minds. Therefore, the branded or brand personalities (Shepherd, 2005), apply traditional context, perceived by consumers, is capable of supplying branding techniques to represent themselves to an audience. buyers with particular activities offered by them, and those Although there are numerous studies investigating the who employ this branded context, do apply it ‘as capital in process of self-marketing (Khedher, 2012; Labrecque, the obvious sense of a means of production’ (Arvidsson, Markos, & Milne, 2011; Parmentier, Fischer, & Reuber, 2005, p. 244). A telling example of such branded context in 2013; Shepherd, 2005), the emergence of social media plat- the area of gaming is the rivalry of PlayStation and Xbox forms and the rapid development of online communication fans: for a PlayStation fan, acquiring and playing with that forms enable a growing number of self-representation tech- console means fulfilling the particular brand image created niques for individuals, which makes it increasingly crucial in his/her mind and acting on it using the branded context for scientific research to investigate the outcome of the com- as a means of production. For this individual, playing on a munication forms applied by self-marketed individuals from PlayStation is different than playing on an Xbox, while an both their perspective and that of their audience. identical paradigm takes place in the minds of Xbox fans. 58 Flora Poecze: What You Post is What You Get: The Mediator Role of Reached Individuals in the Causal Relationship among Posted Content Types and Follower Counts on Facebook However, as Arvidsson (2005) noted, this enactment only (Peters, 1997), is an ever-growing and fragmenting crowd, takes place in the minds of devoted consumers; therefore, consisting not merely of ‘classic’ celebrities, such as the duty of brand management is to apply distinct strategies Marilyn Monroe or Madonna but also newly emerging civil to evoke it. The particular case of PlayStation and Xbox individuals, following the road what Tom Peters refers to as consoles and their fans has been recently studied as an ‘Me Inc’ (Peters, 1997). example of the intense form of consumer-brand relation- ship called ‘brand evangelism’ (Becerra & Badrinarayanan, The phenomenon of a ‘well-known persona who is the 2013), which consists of self-brand