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Effects of Content on Facebook Post Popularity: the Case of Icelandair

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Effects of Content on Facebook Post Popularity: the Case of Icelandair Master of Science in International Business Effects of Content on Facebook Post Popularity: The Case of Icelandair Herborg Sørensen Supervisors: Dr. Valdimar Sigurðsson and Vishnu Menon June 2015 A master’s thesis submitted to the Reykjavík University School of Business in partial fulfillment of the requirements of the degree of Master of Science INTERNATIONAL BUSINESS EFFECTS OF CONTENT ON FACEBOOK POST POPULARITY: THE CASE OF ICELANDAIR Author: Herborg Sørensen June 2015 Supervisors: Dr. Valdimar Sigurðsson Vishnu Menon Reykjavík June 2015 1 Declaration of Research Work Integrity This work has not previously been accepted in substance for any degree and is not concurrently submitted in candidature of any degree. This thesis is the result of my own investigations, except where otherwise stated. Other sources are acknowledged with explicit references. A bibliography is appended. By signing the present document I confirm and agree that I have read RU’s ethics code of conduct and fully understand the consequences of violating these rules in connection with my thesis. -------------------------------------------------------------------------------------------------------- Date and Place ID No. Signature 2 Abstract The purpose of this study is to identify the kinds of content that are most likely to increase post popularity on Facebook. Icelandair, an Icelandic airline, was chosen as the subject of the study for two reasons. Firstly, the company has a very active and progressive social media marketing strategy. Secondly, competition amongst airlines has been increasing tremendously over the last decade, which has greatly increased the importance of marketing for the industry. The study is conducted using data from Icelandair’s fan page. Posts posted between the beginning of 2011 and early 2015 (242 posts) are collected and then analyzed and categorized by post types. The post types used are: ‘informative’ posts, ‘entertaining’ posts, ‘promotional’ posts and ‘social’ posts. A regression analysis is then used to detect any relationships between posts types and several indicators of post popularity, these being the numbers of ‘likes’, ‘comments’ and ‘shares’ on a post. Furthermore the relationships between post vividness and popularity, and between post interactivity and popularity, are also examined. The results of the study indicate that there is a positive relationship between the levels of vividness a Facebook post exhibits and its post popularity. The results are mixed in the case of post interactivity, low interactivity (‘link’) having a negative effect on post popularity while high interactivity (‘question’) has a postive effect on post popularity. The results also suggest a strongly positive relationship between ‘entertaining’ posts and post popularity. The evidence further points towards a negative relationship between ‘promotional’ posts and post popularity. 3 Acknowledgements The author would like to thank the following: Dr. Valdimar Sigurðsson for supervising the thesis and giving constructive feedback whenever needed. Vishnu Menon for good guidance and advice. Icelandair for providing necessary documentation and data. Jeffrey Cosser for proofreading and providing good critique on grammar. My family, for great support through the writing process. But first and foremost, I wanna thank Jón Guðjónsson, which has proved invaluable to me while writing this thesis. 4 Table of Contents 1 Introduction ........................................................................................................................... 8 1.1 Structure of Thesis .................................................................................................................... 10 2 Facebook .............................................................................................................................. 11 2.1 Web 2.0 ...................................................................................................................................... 11 2.2 Social Networking Sites ............................................................................................................ 12 2.3 Facebook .................................................................................................................................... 13 2.3.1 News Feed ........................................................................................................................... 13 2.3.2 The Like Button .................................................................................................................. 14 2.3.3 The Share Button ................................................................................................................. 15 2.3.4 Comments ............................................................................................................................ 16 2.3.5 Friendship on Facebook ...................................................................................................... 16 2.4 Pages .......................................................................................................................................... 17 2.4.1 Brand Fan Pages .................................................................................................................. 17 2.4.2 Fans ..................................................................................................................................... 19 2.4.3 Boosted Posts ...................................................................................................................... 20 3 Icelandair ............................................................................................................................. 22 3.1 Operations and Services ........................................................................................................... 22 3.2 Icelandair’s Sponsorships ........................................................................................................ 23 3.3 Icelandair’s Goals and Objectives in Social Media Marketing ............................................ 24 3.4 Research Questions ................................................................................................................... 25 4 Literature Review ............................................................................................................... 27 4.1 Social Media Marketing ........................................................................................................... 27 4.2 Brand Communities ................................................................................................................. 29 4.3 Content Marketing ................................................................................................................... 31 4.4 Effectiveness of Different Types of Content ........................................................................... 32 4.5 Media Types .............................................................................................................................. 37 4.5.1 Interactivity ......................................................................................................................... 37 4.5.2 Vividness ............................................................................................................................. 38 4.6 Marketing and the Airline Industry ....................................................................................... 39 5 Study Design ........................................................................................................................ 42 5.1 Conceptual Framework ........................................................................................................... 42 5.2 Modified framework ................................................................................................................. 44 5.3 Methodology .............................................................................................................................. 46 5.4 Icelandair’s Facebook Content ................................................................................................ 48 5.5 Interobserver Agreement Test ................................................................................................. 53 6 Results .................................................................................................................................. 54 6.1 Descriptive Statistics ................................................................................................................. 54 6.2 Regression Analysis of All Posts .............................................................................................. 62 6.3 Regression Analysis of Icelandic Posts ................................................................................... 64 6.4 Regression Analysis of Public Posts ........................................................................................ 66 7 Conclusion ........................................................................................................................... 68 7.1 Managerial Implications .......................................................................................................... 70 8 References ............................................................................................................................ 71 Appendix A – Post Type Examples ...................................................................................... 80 Appendix B - Descriptive Statistics
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