A face(book) in the crowd: social Searching vs. social browsing
CSCW '06 Proceedings of the 2006 20th anniversary conference on Computer supported cooperative work
Looking at, looking up or keeping up with people?: motives and use of facebook
Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
Poking facebook: characterization of osn applications
Proceedings of the first workshop on Online social networks
Unveiling facebook: a measurement study of social network based applications
Proceedings of the 8th ACM SIGCOMM conference on Internet measurement
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Social networks have become an additional marketing channel that could be integrated with the traditional ones, such as news and television media, as well as online channels. User participation as a main feature of the social networks imposes challenges to the traditional one-way marketing, resulting in companies experimenting with many different approaches, thus shaping a successful social media approach based on the trial-and-error experiences. Our study analyses the effects of moderator posts characteristics such as post type, category and posting day, on the user interaction in terms of number of comments and likes, and interaction duration for the domain of a sponsored Facebook brand page. Our results show that there is a significant effect of the post type and category on likes and comments (p