Abstract
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 language | English |
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Pages (from-to) | 275-281 |
Number of pages | 7 |
Journal | IAENG International Journal of Computer Science |
Volume | 42 |
Issue number | 3 |
Publication status | Published - 2015 |