Browse > Article
http://dx.doi.org/10.5859/KAIS.2017.26.2.1

Exploring Sweepstakes Marketing Strategies in Facebook Brand Fan Pages  

Choi, Yoon-Jin (연세대학교 정보대학원)
Jeon, Byeong-Jin (연세대학교 정보대학원)
Kim, Hee-Woong (연세대학교 정보대학원)
Publication Information
The Journal of Information Systems / v.26, no.2, 2017 , pp. 1-23 More about this Journal
Abstract
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.
Keywords
Big data analytics; Facebook fan page; Sweepstakes; Customer engagement; FCB grid model; Social media marketing;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 Mortimer, Kathleen, "Integrating advertising theories with conceptual models of services advertising", Journal of Services Marketing, Vol. 16, No. 5, 2002, pp. 460-468.   DOI
2 Mitchell, Andrew A. "Involvement: a potentially important mediator of consumer behavior", Advances in Consumer Research, Vol. 6, 1979, pp. 191-196
3 Petty, Richard E.; Cacioppo, John T.; Goldman, Rachel. "Personal involvement as a determinant of argument-based persuasion", Journal of personality and social psychology, Vol. 41, No. 5, 1981, pp. 847-855.   DOI
4 Roberts, C. and Albert, F. "Total customer engagement: designing and aligning key strategic elements to achieve growth", Journal of Product & Brand Management, Vol. 19 No. 3, 2010, pp. 198-209.   DOI
5 Schulten, Matthias B., and Michaela Rauch. "Ready to Win? Generating High-Quality Leads Through Online Sweepstakes and Contests", Journal of Marketing Theory and Practice, Vol. 23 No. 1, 2015, pp. 21-37.   DOI
6 Selby, Edward B., and William Beranek, "Sweepstakes contests: Analysis, strategies, and survey", The American Economic Review, Vol. 71, No. 1, 1981, pp. 189-195.
7 Shen, Bin, and Kimberly Bissell, "Social media, social me: A content analysis of beauty companies' use of facebook in marketing and branding", Journal of Promotion Management, Vol. 19, No. 5, 2013, pp. 629-651.   DOI
8 Tsai, Wan-Hsiu Sunny, and Linjuan Rita Men, "Motivations and antecedents of consumer engagement with brand pages on social networking sites", Journal of Interactive Advertising, Vol. 13, No. 2, 2013, pp. 76-87.   DOI
9 Vaughn and Richard, "How advertising works: A planning model", Journal of advertising research, 1980.
10 Ward, James C., and Ronald Paul Hill. "Designing effective promotional games: Opportunities and problems", Journal of Advertising, Vol. 20, No. 3, 1991, pp. 69-81.   DOI
11 Wilcox, Caroline, and Arch G. Woodside, "The high stakes of sweepstakes", Journal of Advertising Research, Vol. 52, No. 2, 2012, pp. 167-179.   DOI
12 Facebook, "Facebook Q3 2016 Results", 2016, Available:https://s21.q4cdn.com/399680738/files/doc_presentations/FB-Q316-Earn ings-Slides.pdf/
13 Van Doorn, Jenny, et al. "Customer engagement behavior: Theoretical foundations and research directions", Journal of Service Research, Vol. 13, No. 3, 2011, pp. 252-266.
14 Aamplify, "What's a good facebook engagement rate?", Retrieved September 12, 2013, Available:http://www.aamplify.partners/s tories/2013/7/15/whats-a-good-facebookengagement-rate/.
15 eMarketer, "Tying Social Media to Business Objectives", Measurement Tactics, 2012, Available:www.emarketer.com/Article/Tying-Social-Media-Business-Objectives- Measurement-Tactics/1009357/.
16 Global Web Media, "A Third of Online Time Spent On Social Media", 2016, Available:http://www.globalwebindex.net/blog/a-third-of-online-time-spent-on-social-media/
17 Statisticbrain, "Facebook Company Statistics", 2016,Available:http://www.statisticbrain.com/facebook-statistics/.
18 Stelzner, M. A., "Social Media Marketing Industry Report", 2016, Available: http:/www.socialmediaexaminer.com/wpcontent/uploads2016/05SocialMediaMarketingIndustryReport2016.pdf/.
19 손달호, "SNS 의 사회인지요인이 사용의도에 미치는 영향", 정보시스템연구 제23권 3호, 2014, pp. 73-97.
20 박용진, "경품 이벤트 참여결정요인이 이벤트의 평가와 태도에 미치는 영향에 관한 연구", 이벤트컨벤션 연구, 제4권 2호, 2008, pp. 73-90.
21 안대천, 김상훈, "수용자 라이프스타일에 따른 모바일 광고태도 및 매체이용에 관한 연구", 한국광고홍보학보, 제12권 제1호, 2010, pp. 184-220.
22 정윤혁, "소셜네트워크사이트 사용자의 가치체계 연구", 정보시스템연구 제23권 1호, 2014, pp. 93-109.
23 허현정, 박경배, 노미진, "사이트 품질, 개인적 특성 및 관계 혜택이 관계 품질을 매개로 소셜네트워크서비스 지속사용의도에 미치는 영향", 정보시스템연구 제24권 제1 호, 2015, pp. 67-94.
24 Belch, George E., and Michael A. Belch., "Advertising and promotion: An integrated marketing communications perspective", The McGraw Hill, 2003.
25 Brady, M. K., Voorhees, C. M., Cronin Jr, J. J., and Bourdeau, B. L., "The good guys don't always win: the effect of valence on service perceptions and consequences", Journal of Services Marketing, Vol. 20, No. 2, 2006, pp. 83-91.   DOI
26 Kalra, Ajay, and Mengze Shi, "Consumer value-maximizing sweepstakes and contests", Journal of Marketing Research, Vol. 47, No. 2, 2010, pp. 287-300.   DOI
27 Kotler, Philip, "Behavioral models for analyzing buyers" The Journal of Marketing, 1965, pp. 37-45.
28 Krugman, Herbert E. "Memory without recall, exposure without perception", Journal of advertising research, Vol. 40, No. 6, 1977, pp. 41-53.
29 McCarthy, E. Jerome, "Basic marketing: a managerial approach. Homewood, IL: Richard D. Irwin", Inc., 1979, McCarthyBasic Marketing: A Managerial Approach1979.
30 강봉수, 이규현, 김희웅, "소셜미디어 마케팅을 통한 다차원적 고객 인게이지먼트 증진: 게시물내용과 표현 유형을 중심으로", 정보시스템연구, 제24권 제4호, 2015, pp. 99-116.