Evaluating marketer generated content popularity on brand fan pages–a multilevel modelling approach

Facebook fan page of brands acts as a potential brand promotion platform, and it is critical for marketers to understand the subtleties of the users’ interaction. The study examines the effect of marketer generated content—content type and media type—and the associated user sentiments on user interaction using sentiment mining technique and multi-level modelling. For this study, approximately 3000 marketer content and 26 million user impressions taken from the Facebook brand pages of the top 25 mobile phone brands of India were analyzed. The analysis reveals that the comments expressing user sentiments positively and recursively influence the likes and shares related to the marketers’ content. Entertainment, remuneration, and information based content garnered maximum likes, comments, and shares, respectively. The influence of media type on user interaction had a varied effect. The findings will facilitate the marketers of mobile phones in formulating an effective Facebook content strategy.