Original scientific paper

https://doi.org/10.32914/I.54.1-2.5

DECONSTRUCTION OF A FACEBOOK CAMPAIGN MODEL ON THE EXAMPLE OF THREE BRANDS

Vlasta Kučiš ; Faculty of Arts, University of Maribor, Maribor, Slovenia
Slobodan Hadžić ; PressCut, Zagreb, Croatia
Darja Kupinić Guščić ; MediaNet, Zagreb, Croatia

Abstract

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.

Keywords

content analysis; campaign deconstruction; Facebook; communication; brand

Hrčak ID:

252188

URI

https://hrcak.srce.hr/252188

Publication date:

8.2.2021.

Article data in other languages: croatian

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