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http://dx.doi.org/10.15813/kmr.2022.23.3.004

Study on Corporate Facebook Posts and User Engagement of the KOSPI 100 Companies in Korea: Difference between B2B and B2C Companies  

Jo, Joohong (Samsung SDS)
Ko, Chaeeun (Korea University)
Baek, Hyunmi (Korea University)
Publication Information
Knowledge Management Research / v.23, no.3, 2022 , pp. 65-88 More about this Journal
Abstract
Companies actively engage with the public through social media to enhance sales and promote brand awareness, which was further encouraged by the pandemic. However, previous studies tend to consider companies as a group of identical features. This study focuses on the differences between B2B and B2C companies' social media content strategy in relation to user engagement. This study categorized KOSPI 100 companies that manage Facebook corporate fan pages into B2B and B2C, and then analyzed the contents they posted from January 1 to December 31, 2020. The result showed that B2C companies tended to use videos over images, prefer hashtags, and comment its product name more often compared to B2B companies. B2B companies preferred images, used more hyperlinks, and mentioned its company name more often. In B2B companies, images and length of text had positive effects on user engagement, while hyperlink and URL had negative effects. B2C companies' text length had positive effect on user engagement. This study provides practical implications to PR practitioners for establishing a social media strategy which enhances user engagement.
Keywords
Engagement; Social media; Content strategy; B2B; B2C; Facebook;
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