#Economix goiania full#
Users should refer to the original published version of the material for the full abstract. No warranty is given about the accuracy of the copy. However, users may print, download, or email articles for individual use. Copyright of Revista Brasileira de Gestão de Negócios is the property of Fundacao Escola de Comercio Alvares Penteado - FECAP and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission.Hence, marketers involved with brand management on Facebook should publish posts which promote the brand and reproduce content generated by people engaged with it if they seek to increase the viralization capacity of such posts. Our typology is a quantitative improvement in relation to studies with similar objectives. Originality/value – Previous studies using the platform did not categorize posts created by brand fans/followers. Posts of the categories Information and Pool did not have any significant effects, and confirmed previous studies which analyzed likes and comments as dependent variables. There was a positive relationship between posts of the categories Fan and Promotion and Publicity and viral marketing. Findings – Two hypotheses were supported. The 20th Economix: Global Economic Challenges is an international series of economic events held under Kanopi FEB UI. We used a regression model and Analysis of Variance to establish relationships among independent variables and a dependent variable. Design/methodology/approach – Data for 2583 posts in eight profiles of Brazilian beer brands were coded and analyzed.
Our research is founded on recent studies which categorize posts on Facebook. Abstract: Purpose – The purpose of this paper is to analyze the impact of different types of content of viral marketing in a popular social networking site.
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