What is it about?

The paper finds out factors in brands' content strategy on Facebook Fan Pages that promote Likes, Comments and Shares. It also finds out those that impede Likes, Comments and Shares. The paper has implications for brands' social media managers in developing their content strategy.

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Why is it important?

The paper has implications for brands' social media managers. The findings show that brands need not strive too hard to engage users on Facebook. A relatively cautious and laid back approach might work better than an overly aggressive one.

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This page is a summary of: Identifying the antecedents of posts’ popularity on Facebook Fan Pages, Journal of Brand Management, April 2019, Springer Science + Business Media, DOI: 10.1057/s41262-019-00157-7.
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