{"id":{"repo_id":"unr","oai_identifier":"oai:scholarwolf.unr.edu:11714/591"},"canonical_url":"https://search.dev.ndltd.org/etd/unr/oai:scholarwolf.unr.edu:11714/591","repository":{"repo_id":"unr","name":"University of Nevada - Reno","base_url":"https://scholarwolf.unr.edu/server/oai/request"},"display":{"title":"Engaging Consumers: A Content Analysis of Facebook Wall Posts","abstract":"Social media are changing the way we communicate, and the way we do business. Social networking platforms offer businesses the opportunity to interact with their audiences in a peer-?to-?peer environment generating more trust than with traditional one-?way communications. As today's most prominent social network, Facebook allows businesses to establish fan pages where they can join the conversationand targetcurrent and potential consumers. Knowing what consumers respond to helps businesses generate effective conversations. This research study examines the message content of wall posts for the five top Facebook product-? marketing campaigns. It looks at the components of each message -text, photo, video, and links - and tracks the correlating audience engagement. The higher the audience engagement, the more successful the message is. Social media strategy includes multiple aspects, but content is very important. Businesses can use the results of this study as a guide for developing and implementing successful content strategy on social networks.","abstract_html":"Social media are changing the way we communicate, and the way we do business. Social networking platforms offer businesses the opportunity to interact with their audiences in a peer-?to-?peer environment generating more trust than with traditional one-?way communications. As today's most prominent social network, Facebook allows businesses to establish fan pages where they can join the conversationand targetcurrent and potential consumers. Knowing what consumers respond to helps businesses generate effective conversations. This research study examines the message content of wall posts for the five top Facebook product-? marketing campaigns. It looks at the components of each message -text, photo, video, and links - and tracks the correlating audience engagement. The higher the audience engagement, the more successful the message is. Social media strategy includes multiple aspects, but content is very important. Businesses can use the results of this study as a guide for developing and implementing successful content strategy on social networks.","abstract_has_math":false,"creators":["Longley, Danielle M."],"institution":"University of Nevada, Reno","degree_name":"Journalism","degree_level":"Honors Thesis","degree_discipline":null,"degree_department":null,"school":null,"contributors":[],"advisors":["Felten, Robert"],"committee_chairs":[],"committee_members":[],"year":2011,"date_issued":"2011","date_published":"2011","updated_at":"2026-07-27T21:45:45Z","subjects":[],"languages":["en_US","English"],"rights":["In Copyright(All Rights Reserved)"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/11714/591","outbound_label":"Handle","outbound_source":"dc:identifier.uri"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor.advisor","label":"Advisor","values":["Felten, Robert"]},{"key":"dc:creator","label":"Author","values":["Longley, Danielle M."]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.accessioned","label":"Dc Date Accessioned","values":["2017-01-24T23:09:14Z"]},{"key":"dc:date.available","label":"Dc Date Available","values":["2017-01-24T23:09:14Z"]},{"key":"dc:date.issued","label":"Date","values":["2011"]},{"key":"dc:type","label":"Dc Type","values":["Thesis"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Honors Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Journalism","Spanish"]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["University of Nevada, Reno"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["English"]},{"key":"dc:language.iso","label":"Language (ISO)","values":["en_US"]},{"key":"dc:rights","label":"Dc Rights","values":["In Copyright(All Rights Reserved)"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier.uri","label":"Identifier URI","values":["http://hdl.handle.net/11714/591"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["The University of Nevada, Reno Libraries will promptly respond to removal requests related to content that violates intellectual property laws, data protections, or has been uploaded without creator consent. Takedown notices should be directed to our ScholarWolf team (scholarwolf@library.unr.edu) with information about the object, including its full URL and the nature of your complaint."]},{"key":"dc:description.abstract","label":"Abstract","values":["Social media are changing the way we communicate, and the way we do business. Social networking platforms offer businesses the opportunity to interact with their audiences in a peer-?to-?peer environment generating more trust than with traditional one-?way communications. As today's most prominent social network, Facebook allows businesses to establish fan pages where they can join the conversationand targetcurrent and potential consumers. Knowing what consumers respond to helps businesses generate effective conversations. This research study examines the message content of wall posts for the five top Facebook product-? marketing campaigns. It looks at the components of each message -text, photo, video, and links - and tracks the correlating audience engagement. The higher the audience engagement, the more successful the message is. Social media strategy includes multiple aspects, but content is very important. Businesses can use the results of this study as a guide for developing and implementing successful content strategy on social networks."]},{"key":"dc:format","label":"Dc Format","values":["PDF"]},{"key":"dc:title","label":"Title","values":["Engaging Consumers: A Content Analysis of Facebook Wall Posts"]}]}],"canonical_facts":{"dc:contributor.advisor":["Felten, Robert"],"dc:creator":["Longley, Danielle M."],"dc:date.accessioned":["2017-01-24T23:09:14Z"],"dc:date.available":["2017-01-24T23:09:14Z"],"dc:date.issued":["2011"],"dc:description":["The University of Nevada, Reno Libraries will promptly respond to removal requests related to content that violates intellectual property laws, data protections, or has been uploaded without creator consent. Takedown notices should be directed to our ScholarWolf team (scholarwolf@library.unr.edu) with information about the object, including its full URL and the nature of your complaint."],"dc:description.abstract":["Social media are changing the way we communicate, and the way we do business. Social networking platforms offer businesses the opportunity to interact with their audiences in a peer-?to-?peer environment generating more trust than with traditional one-?way communications. As today's most prominent social network, Facebook allows businesses to establish fan pages where they can join the conversationand targetcurrent and potential consumers. Knowing what consumers respond to helps businesses generate effective conversations. This research study examines the message content of wall posts for the five top Facebook product-? marketing campaigns. It looks at the components of each message -text, photo, video, and links - and tracks the correlating audience engagement. The higher the audience engagement, the more successful the message is. Social media strategy includes multiple aspects, but content is very important. Businesses can use the results of this study as a guide for developing and implementing successful content strategy on social networks."],"dc:format":["PDF"],"dc:identifier.uri":["http://hdl.handle.net/11714/591"],"dc:language":["English"],"dc:language.iso":["en_US"],"dc:rights":["In Copyright(All Rights Reserved)"],"dc:title":["Engaging Consumers: A Content Analysis of Facebook Wall Posts"],"dc:type":["Thesis"],"thesis:degree_level":["Honors Thesis"],"thesis:degree_name":["Journalism","Spanish"],"thesis:institution_name":["University of Nevada, Reno"]},"updated_at":"2026-07-27T21:45:45Z"}