페이스북 브랜드 팬 페이지의 경품 이벤트 마케팅 전략에 관한 탐색적 연구 (Exploring Sweepstakes Marketing Strategies in Facebook Brand Fan Pages)

서지정보

· 발행기관 : 한국정보시스템학회
· 수록지 정보 : 정보시스템연구 / 26권 / 2호 / 1 ~ 23페이지
· 저자명 : 최윤진, 전병진, 김희웅

초록

Purpose Facebook is a social network service that has the highest number of Monthly Active Users around the world. Hence, marketers have selected Facebook as the most important platform to get customer engagement. With respect to the customer engagement enhancement, the most popular and engaging post type in the Facebook brand fan pages related to what was usually classified as ‘sweepstakes’.
Sweepstakes refer to a form of gambling where the entire prize may be awarded to the winner.
Which makes customers more engaged with the brand. This study aims to explore sweepstakes-oriented social media marketing approaches based on the application of big data analytics.
Design/methodology/approach we collect sweepstakes data from each company based on the data crawling from the Facebook brand fan pages. The output of this study explains how companies in each category of FCB grid can design and apply sweepstakes for their social media marketing.
Findings The results show that they have one thing in common across the four quadrants of FCB grid.
Regardless of the quadrants, most frequently observed type is ‘Simple/Quiz or Comments/Quatrains [event type of sweepstakes] + Gifticon [type of reward prize] + Image [type of message display] + No URL [Link toother website] +Single-Gift-Offer [type of reward prize payment]’. So, if the position of the brand is hard to be defined by the FCB grid model, then this general rule can be applied to all types of brands. Also some differences between the quadrants of the FCB grid were observed.
This study offers several research implications by analyzing Sweepstakes-oriented social media marketing approaches in Facebook brand fan pages. By using the FCB grid model, this study provides guidance on how companies can design their sweepstakes-oriented social media marketing approaches in the context of Facebook brand fan pages by considering their context.

영어초록

Purpose Facebook is a social network service that has the highest number of Monthly Active Users around the world. Hence, marketers have selected Facebook as the most important platform to get customer engagement. With respect to the customer engagement enhancement, the most popular and engaging post type in the Facebook brand fan pages related to what was usually classified as ‘sweepstakes’.
Sweepstakes refer to a form of gambling where the entire prize may be awarded to the winner.
Which makes customers more engaged with the brand. This study aims to explore sweepstakes-oriented social media marketing approaches based on the application of big data analytics.
Design/methodology/approach we collect sweepstakes data from each company based on the data crawling from the Facebook brand fan pages. The output of this study explains how companies in each category of FCB grid can design and apply sweepstakes for their social media marketing.
Findings The results show that they have one thing in common across the four quadrants of FCB grid.
Regardless of the quadrants, most frequently observed type is ‘Simple/Quiz or Comments/Quatrains [event type of sweepstakes] + Gifticon [type of reward prize] + Image [type of message display] + No URL [Link toother website] +Single-Gift-Offer [type of reward prize payment]’. So, if the position of the brand is hard to be defined by the FCB grid model, then this general rule can be applied to all types of brands. Also some differences between the quadrants of the FCB grid were observed.
This study offers several research implications by analyzing Sweepstakes-oriented social media marketing approaches in Facebook brand fan pages. By using the FCB grid model, this study provides guidance on how companies can design their sweepstakes-oriented social media marketing approaches in the context of Facebook brand fan pages by considering their context.

참고자료

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