Differences between Instagram and Facebook Sponsored Posts for Small Hospitality Businesses
DOI:
https://doi.org/10.54820/entrenova-2022-0025Keywords:
social networks, marketing communication, advertisingAbstract
In today's age of technological advancement and rapid change, much of the communication takes place on social networks, which offer a great opportunity for customer interaction. Social media is a popular and widely used marketing tool for communication between buyers and sellers. Advertising on social networks is relatively low, which is attractive to businesses, especially smaller ones. This paper aims to study the differences between sponsored content ads on the social networks Facebook and Instagram, using the example of a small hospitality business. The experiment consists of the same text and image posted on the social networks Instagram and Facebook and a post booster run through a mobile app adapted for smartphones. The results show that the promotion of the restaurant business positively affects increasing the number of followers on this page. There are also large differences in response between promoted and non-promoted posts, with promoted posts having a significantly higher response. Differences between Instagram and Facebook are listed, and recommendations for further research are given.
References
Barhemmati, N., Ahmad, A. (2015), “Effects of social network marketing (SNM) on consumer purchase behavior through customer engagement”, Journal of Advanced Management Science, Vol. 3 No. 4, pp. 307-311.
Belanche, D., Cenjor, I., Pérez-Rueda, A. (2019), “Instagram Stories versus Facebook Wall: an advertising effectiveness analysis”, Spanish Journal of Marketing-ESIC, Vol. 23 No. 1, pp. 69-94
Chaffey, D. (2022), “Global social media statistics research summary 2022”, available at: https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/ (28 May 2022)
Cheung, M. L., Pires, G. D., Rosenberger III, P. J. (2019), “Developing a conceptual model for examining social media marketing effects on brand awareness and brand image”, International Journal of Economics and Business Research, Vol. 17 No. 3, pp. 243-261.
Currás‐Pérez, R., Ruiz‐Mafé, C., Sanz‐Blas, S. (2013), „Social network loyalty: evaluating the role of attitude, perceived risk and satisfaction“, Online Information Review, Vol. 37 No. 1, pp. 61-82.
De Jans, S., Van de Sompel, D., De Veirman, M., Hudders, L. (2020), “# Sponsored! How the recognition of sponsoring on Instagram posts affects adolescents’ brand evaluations through source evaluations”, Computers in Human Behavior, Vol. 109, pp. 1-15.
Digital 2022, “Global overview report”, available at: https://datareportal.com/reports/digital-2022-global-overview-report (15 May 2022)
Facebook 2022, available at: https://www.facebook.com/business/ad (5 May 2022)
Hanaysha, J. R., Momani, A. M. (2021), “An exploration of social media marketing features and brand loyalty in the fast food industry”, Journal of content community and communication, Vol. 14 No. 8, pp. 81-92.
Hanlon, A. (2019): Digital marketing, SAGE, London
Hootsuite, 2022, “56 Important Social Media Advertising Statistics for 2022”, available at: https://blog.hootsuite.com/social-media-advertising-stats/ (29 May 2022)
Huang, G. (2019), “Variation matters: How to curb ad intrusiveness for native advertising on Facebook, Twitter, and Instagram”, Internet Research, Vol. 29 No. 6, pp. 1469-1484.
HubSpot (2022) “The 2022 Social Media Trends Report”, available at https://offers.hubspot.com/social-media-trends-report-2022 / (29 May 2022)
Icha, O., Agwu, E. (2015), “Effectiveness of social media networks as a strategic tool for organizational marketing management”, Journal of Internet Banking and Commerce, pp. 1 - 9.
Instagram, 2022, available at: https://business.instagram.com/advertising/ / (23 May 2022)
Ištvanić, M., Crnjac Milić, D., Krpić, Z. (2017), „Digital marketing in the business environment“, International journal of electrical and computer engineering systems, Vol. 8 No. 2, pp. 67-75.
Jadhav, V., Raman, S., Patwa, N., Moorthy, K., Pathrose, J. (2018), “Impact of Facebook on leisure travel behavior of Singapore residents”, International Journal of Tourism Cities, Vol. 4 No. 2, pp. 157-178
Johnson, E. K., Hong, S. C. (2020), “Instagramming social presence: A test of social presence theory and heuristic cues on Instagram sponsored posts”, International Journal of Business Communication, pp. 1-17
Kim, M., Song, D. (2018), “When brand-related UGC induces effectiveness on social media: the role of content sponsorship and content type”, International Journal of Advertising, Vol. 37 No. 1, pp. 105-124.
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., Kannan, P. K. (2016), “From social to sale: The effects of firm-generated content in social media on customer behaviour”, Journal of marketing, Vol. 80 No. 1, pp. 7-25.
Leung, X. Y., Sun, J., Bai, B. (2017), “Bibliometrics of social media research: A co-citation and co-word analysis”, International Journal of Hospitality Management, Vol. 66, pp. 35-45.
Litterio, A. M., Nantes, E. A., Larrosa, J. M., Gómez, L. J. (2017), “Marketing and social networks: a criterion for detecting opinion leaders”, European Journal of Management and Business Economics, Vol. 26 No. 3, pp. 347-366
Mayrhofer, M., Matthes, J., Einwiller, S., Naderer, B. (2020), “User generated content presenting brands on social media increases young adults’ purchase intention”, International Journal of Advertising, Vol. 39 No. 1, pp. 166-186.
Nobre, H., Silva, D. (2014), “Social network marketing strategy and SME strategy benefits”, Journal of Transnational Management, Vol. 19 No. 2, pp. 138-151
Parra-López, E., Bulchand-Gidumal, J., Gutiérrez-Taño, D., & Díaz-Armas, R. (2011), “Intentions to use social media in organizing and taking vacation trips”, Computers in Human Behavior, Vol. 27, No. 2, pp. 640-654.
Peng, S., Zhou, Y., Cao, L., Yu, S., Niu, J., & Jia, W. (2018), “Influence analysis in social networks: A survey”, Journal of Network and Computer Applications, Vol. 106, pp. 17-32.
Plume, C. J., & Slade, E. L. (2018), “Sharing of sponsored advertisements on social media: A uses and gratifications perspective”, Information Systems Frontiers, Vol. 20, No. 3, pp. 471-483.
Rakshit, S., Islam, N., Mondal, S., & Paul, T. (2022), “An integrated social network marketing metric for business-to-business SMEs”, Journal of Business Research, Vol. 150, pp. 73-88.
Ryan, D. (2021), Understanding digital marketing: a Complete Guide to Engaging Customers and Implementing Successful Digital Campaigns, 5th Edition, Kogan Page Limited, New York
Salehi-Esfahani, S., Ravichandran, S., Israeli, A., Bolden III, E. (2016), “Investigating information adoption tendencies based on restaurants’ user-generated content utilizing a modified information adoption model”, Journal of Hospitality Marketing & Management, Vol. 25 No. 8, pp. 925-953.
Schroeder, A., Pennington-Gray, L. (2015), “The role of social media in international tourist’s decision making”, Journal of Travel Research, Vol. 54 No. 5, pp. 584-595.
Shao, G. (2009), Understanding the appeal of user‐generated media: a uses and gratification perspective, Internet research, Vol. 19 No. 1, pp. 7-25.
Sheiner, D. Z., Kol, O., Levy, S. (2021), “It makes a difference! Impact of social and personal message appeals on engagement with sponsored posts”, Journal of Research in Interactive Marketing, Vol. 15 No. 4, pp. 641-660
Statista (2022) “Social media - Statistics & Facts”, available at https://www.statista.com/topics/1164/social-networks/#topicHeader__wrapper / (25 May 2022)
Tussyadiah, S. P., Kausar, D. R., Soesilo, P. K. (2018), “The effect of engagement in online social network on susceptibility to influence”, Journal of Hospitality & Tourism Research, Vol. 42 No. 2, pp. 201-223.
Tuten, T. L. (2021), Social media marketing, SAGE, London
Valos, M. J., Maplestone, V. L., Polonsky, M. J., Ewing, M. (2017), “Integrating social media within an integrated marketing communication decision-making framework”, Journal of Marketing Management, Vol. 33 No.17-18, pp. 1522-1558.
Zeng, B., Gerritsen, R. (2014), “What do we know about social media in tourism? A review”, Tourism management perspectives, Vol.10, pp. 27-36.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 ENTRENOVA - ENTerprise REsearch InNOVAtion
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
