Informatologia, Vol. 54 No. 1-2, 2021.
Izvorni znanstveni članak
https://doi.org/10.32914/I.54.1-2.5
DECONSTRUCTION OF A FACEBOOK CAMPAIGN MODEL ON THE EXAMPLE OF THREE BRANDS
Vlasta Kučiš
; Filozofski fakultet, Sveučilište u Mariboru, Maribor, Slovenija
Slobodan Hadžić
; PressCut, Zagreb, Hrvatska
Darja Kupinić Guščić
; MediaNet, Zagreb, Hrvatska
Sažetak
The authors of this paper present the results of desk research and content analysis of Facebook campaigns run by commercial brands. Every brand aims to increase fan activity on its Facebook page, consisting of likes, comments and shares. The authors focuse primarily on analysing the form and the content of Facebook posts and their impact on user activity. Based on their study of Facebook profiles and communication on the example of three commercial brands (a beer, a bank and women’s stockings), the authors built a matrix they believe is applicable to most commercial brands and can be used as the framework for the analysis of any Facebook campaign, with minor additions and adaptations.
Ključne riječi
content analysis; campaign deconstruction; Facebook; communication; brand
Hrčak ID:
252188
URI
Datum izdavanja:
8.2.2021.
Posjeta: 1.384 *