Percorrer por autor "Padilla Vivero, Daniela"
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- The effect of educational content marketing on Facebook brand engagementPublication . Padilla Vivero, Daniela; Costa, Ana Isabel AlmeidaThis dissertation reviewed theoretic publications to understand the drivers of brand engagement through Facebook of B2B companies, in particular, to determine which elements explain why Facebook users “like” or “share” some contents and not others. Few studies were found about the efficacy of different elements in educational content spread through social media. In view of this, the efficacy of two promising message elements – content novelty and use of statistical data -, was further tested through the performance of A/B tests. To this end, the content of posts on a Facebook fan page of a Colombian start-up, B2B service company was experimentally manipulated during the last trimester of 2015. Posts were randomly showed to groups of men and women targeted through Facebook, and post engagement assessed by measuring click-through rates, likes and shares, using data provided by Facebook Insights. The performance of the experimental campaign was benchmarked against past campaign results from the same company, as well as industry and competition performance on similar campaigns. Results show that the experimental campaign generally performed better than the benchmarks considered. A/B test results show that content containing statistical data had a negative effect on the engagement rate of both genders, whereas content with a high level of novelty had a negative effect on men’s, but a positive effect on women’s, engagement rate. No statistically significant differences between mean engagement rates between A and B post versions were found aside those driven by gender differences, probably due to lack of statistical power.