How businesses draw attention on Facebook through incentives, vividness and interactivity

Alton Y.K. Chua, Snehasish Banerjee

Research output: Contribution to journalArticlepeer-review


Businesses often use Facebook to create brand pages and disseminate brand-related posts. However, not all brand-posts equally draw users’ attention. In this vein, this paper identifies three factors—incentives, vividness and interactivity—that are potentially related to users’ attention toward brand-posts. Specifically, the objective of this paper is two-fold. First, it investigates how incentives, vividness and interactivity are separately associated with users’ attention toward brand-posts. Second, it investigates how the interplay of the three factors is associated with attention toward brand-posts. Facebook brand pages for businesses in Singapore are considered as the test case for investigation. Attention toward brand-posts is conceived as the volumes of likes, comments and shares attracted by the entries. Results suggest that brand-posts without incentives are most likely to draw attention if they arouse visual appeal, and solicit trivial interactions that are not overly time-consuming.
Original languageEnglish
Pages (from-to)275-281
Number of pages7
JournalIAENG International Journal of Computer Science
Issue number3
Publication statusPublished - 2015

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