Document Type

Article

Publication Date

2017

Publication Title

Marketing Management Journal

Volume

27

Issue

2

Pages

116-130

Abstract

The advertisement value of Facebook is an under-developed area of social media research. Transformational and informational advertising appeal has yet to be studied as it relates to social media. This paper utilizes established classification and measurement scales from marketing literature to classify companies and their Facebook posts and measures the advertisement value of these posts. The study uses a sample of 100 companies from the 2015 Fortune 500 list. Results indicate that posts with transformational appeal are more engaging to the consumer than informational appeal; however, posts with informational appeal have greater advertisement value for the company. The results also indicate there is no relationship between type of company and type of appeal used by companies.

Comments

© of Marketing Management Journal and reproduced with express written permission. Publisher version available at: http://www.mmaglobal.org/publications/mmj/current-past-issues/

Original Publication Citation

Cadet, F. T., Aaltonen, P. G., & Kavota, V. (2017). The advertisement value of transformational & informational appeal on company Facebook pages. Marketing Management Journal, 27(2), 116-130.

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