Abstract:

Our study deals with the analysis of selected engagement indicators of brands on the social network Facebook and also provides a theoretical overview of existing research in this area. The main aim is to determine the significance and degree of interconnection of "liking", "sharing" and "commenting" on Facebook in further understanding of text, image and video posts. This aim was fulfilled through the analysis of the connections in question using the Spearman correlation coefficient ρ. Data was obtained on Facebook pages of four companies placed among the top 25 world brands. A total of 2,160 posts were analyzed, consisting of 590 image, 1,121 video and 449 text posts. In the light of the above, we focused on likes, shares and comments. The most significant links were discovered for likes and shares in all the three forms of Facebook posts. Commenting proven significant only in one case (video post), and only when accompanied by sharing. Even in this case, there was no strong link discovered. The most significant shortcoming is the file itself, which contains extreme values. These findings could be used in practice as they open up further questions, especially in case of comments.