Branded content and consumer engagement on Facebook: an analysis of omnichannel retail

Objective: This article analyzes the impact of branded content on consumer engagement for omnichannel retailers on Facebook®.Methodology: Document analysis was used to identify omnichannel strategies adopted by retailers. Content analysis was conducted to identify the branded content strategies perf...

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Detalhes bibliográficos
Autores: Barreto, Lucas Silva, Freitas, Vérica, Freitas de Paula, Verônica Angélica
Formato: artículo
Estado:Versión publicada
Fecha de publicación:2020
País:Brasil
Recursos:Universidade Nove de Julho (UNINOVE)
Repositorio:REMark - Revista Brasileira de Marketing
Idioma:inglés
OAI Identifier:oai:ojs.periodicos.uninove.br:article/15949
Acesso em linha:https://periodicos.uninove.br/remark/article/view/15949
Access Level:acceso abierto
Palavra-chave:Branded content
Engagement
Facebook
Omnichannel retail.
Branded contente
Engajamento
Varejo Omnichannel.
id BR_2dd320d8bd0aa238dcad431b258108d1
oai_identifier_str oai:ojs.periodicos.uninove.br:article/15949
network_acronym_str BR
network_name_str Brasil
repository_id_str
dc.title.none.fl_str_mv Branded content and consumer engagement on Facebook: an analysis of omnichannel retail
Branded Content e engajamento do consumidor no Facebook: análise no varejo Omnichannel
title Branded content and consumer engagement on Facebook: an analysis of omnichannel retail
spellingShingle Branded content and consumer engagement on Facebook: an analysis of omnichannel retail
Barreto, Lucas Silva
Branded content
Engagement
Facebook
Omnichannel retail.
Branded contente
Engajamento
Facebook
Varejo Omnichannel.
title_short Branded content and consumer engagement on Facebook: an analysis of omnichannel retail
title_full Branded content and consumer engagement on Facebook: an analysis of omnichannel retail
title_fullStr Branded content and consumer engagement on Facebook: an analysis of omnichannel retail
title_full_unstemmed Branded content and consumer engagement on Facebook: an analysis of omnichannel retail
title_sort Branded content and consumer engagement on Facebook: an analysis of omnichannel retail
dc.creator.none.fl_str_mv Barreto, Lucas Silva
Freitas, Vérica
Freitas de Paula, Verônica Angélica
author Barreto, Lucas Silva
author_facet Barreto, Lucas Silva
Freitas, Vérica
Freitas de Paula, Verônica Angélica
author_role author
author2 Freitas, Vérica
Freitas de Paula, Verônica Angélica
author2_role author
author
dc.subject.por.fl_str_mv Branded content
Engagement
Facebook
Omnichannel retail.
Branded contente
Engajamento
Facebook
Varejo Omnichannel.
topic Branded content
Engagement
Facebook
Omnichannel retail.
Branded contente
Engajamento
Facebook
Varejo Omnichannel.
description Objective: This article analyzes the impact of branded content on consumer engagement for omnichannel retailers on Facebook®.Methodology: Document analysis was used to identify omnichannel strategies adopted by retailers. Content analysis was conducted to identify the branded content strategies performed by these companies on Facebook®. The data collected on Netvizz® (140 observations) was analyzed through correlation.Originality/Relevance: Through statistical analysis, this study identifies whether the use of branded content strategies promotes greater consumer engagement on Facebook®, an especially important result for omnichannel retail due to the relevance of understanding how consumers are interacting at different points of contact.Results: Interactivity, animations and brand spokespeople were the most widely used branded content strategies by retailers. The retailer who most adopted these strategies accounted for more than 80 percent of the interactions. A weak positive correlation was identified between branded content and consumer engagement. Branded content posts accounted for 94% of engagement.Theoretical Contributions: This study shows the importance of using social media communication styles that complement the need for social interaction typically served by these platforms. This study confirms that using creative strategies in social media platforms performs better than objectively communicating product or brand attributes.
publishDate 2020
dc.date.none.fl_str_mv 2020-09-24
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
Avaliado por Pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/15949
10.5585/remark.v19i3.15949
url https://periodicos.uninove.br/remark/article/view/15949
identifier_str_mv 10.5585/remark.v19i3.15949
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/15949/8482
dc.rights.driver.fl_str_mv Copyright (c) 2020 Lucas Silva Barreto, Vérica Freitas, Verônica Angélica Freitas de Paula
https://creativecommons.org/licenses/by-nc-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2020 Lucas Silva Barreto, Vérica Freitas, Verônica Angélica Freitas de Paula
https://creativecommons.org/licenses/by-nc-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - UNINOVE
publisher.none.fl_str_mv Universidade Nove de Julho - UNINOVE
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 19 n. 3 (2020): (jul./set.); 540-559
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
_version_ 1853677045890940928
spelling Branded content and consumer engagement on Facebook: an analysis of omnichannel retailBranded Content e engajamento do consumidor no Facebook: análise no varejo OmnichannelBranded contentEngagementFacebookOmnichannel retail.Branded contenteEngajamentoFacebookVarejo Omnichannel.Objective: This article analyzes the impact of branded content on consumer engagement for omnichannel retailers on Facebook®.Methodology: Document analysis was used to identify omnichannel strategies adopted by retailers. Content analysis was conducted to identify the branded content strategies performed by these companies on Facebook®. The data collected on Netvizz® (140 observations) was analyzed through correlation.Originality/Relevance: Through statistical analysis, this study identifies whether the use of branded content strategies promotes greater consumer engagement on Facebook®, an especially important result for omnichannel retail due to the relevance of understanding how consumers are interacting at different points of contact.Results: Interactivity, animations and brand spokespeople were the most widely used branded content strategies by retailers. The retailer who most adopted these strategies accounted for more than 80 percent of the interactions. A weak positive correlation was identified between branded content and consumer engagement. Branded content posts accounted for 94% of engagement.Theoretical Contributions: This study shows the importance of using social media communication styles that complement the need for social interaction typically served by these platforms. This study confirms that using creative strategies in social media platforms performs better than objectively communicating product or brand attributes.Objetivo: o artigo analisa o impacto do branded content sobre o engajamento do consumidor de varejistas omnichannel no Facebook®.Metodologia: foi realizada análise documental para identificar estratégias omnichannel declaradas pelos varejistas e análise de conteúdo para identificar as estratégias de branded content realizadas por essas empresas no Facebook. Os dados coletados (140 observações) no Netvizz® foram analisados por meio do cálculo de correlação.Originalidade/relevância: por meio de análise estatística, o estudo buscou identificar se a utilização de estratégias de branded content promoveram maior engajamento de usuários no Facebook®, resultado especialmente importante para o varejo omnichannel diante da relevância de se compreender como os consumidores interagem nos diferentes pontos de contato.Resultados: a interatividade, as animações e os porta-vozes de marca foram as estratégias de branded content mais utilizadas pelos varejistas e o varejista que mais adotou essas estratégias foi responsável por mais de 80% do engajamento. Foi identificada uma correlação positiva, embora fraca, entre branded content e o engajamento dos usuários. As postagens com branded content foram responsáveis por 94% do engajamento.Contribuições teóricas: o estudo evidenciou a necessidade da congruência entre a ação de comunicação nas redes sociais e a necessidade de interação social atendida por essas redes, confirmando o melhor desempenho da utilização de estratégias criativas em redes sociais do que a comunicação objetiva de atributos.Universidade Nove de Julho - UNINOVE2020-09-24info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleAvaliado por Paresapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1594910.5585/remark.v19i3.15949ReMark - Revista Brasileira de Marketing; v. 19 n. 3 (2020): (jul./set.); 540-5592177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMenghttps://periodicos.uninove.br/remark/article/view/15949/8482Copyright (c) 2020 Lucas Silva Barreto, Vérica Freitas, Verônica Angélica Freitas de Paulahttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessBarreto, Lucas SilvaFreitas, VéricaFreitas de Paula, Verônica Angélica2025-01-28T15:01:03Zoai:ojs.periodicos.uninove.br:article/15949Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2025-01-28T15:01:03REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
score 15,301603

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