Title: An insight of Facebook usage by Pakistan-based organisations: an application of netnography approach

Authors: Ashir Ahmed; Vivien Li

Addresses: Swinburne University of Technology, John Street Hawthorn Victoria 3122, Australia ' Swinburne University of Technology, John Street Hawthorn Victoria 3122, Australia

Abstract: The power of social media to engage with people and generate business value for organisations is indisputable. Although, the existing literature draws some interesting findings on the use of Facebook by small and medium enterprises (SMEs), there is a dearth of literature on the validation of such findings using Facebook metadata. This research aims to examine the various aspects of Facebook campaigns for SMEs and their effectiveness in terms of engaging with the customers. The findings of this paper are scaffold into two parts. First, it performed qualitative data analysis to understand the types of posts uploaded by the SMEs. Second, it examined the Facebook metadata to understand the types of responses, their popularity and the correlation among several types of responses. It is anticipated that the findings of this paper would help SMEs to better understand their Facebook campaigns and to better manage their Facebook campaigns in the future.

Keywords: netnography; social media; Facebook; small and medium enterprises; SMEs.

DOI: 10.1504/IJBIS.2022.126132

International Journal of Business Information Systems, 2022 Vol.41 No.2, pp.207 - 223

Received: 13 Oct 2019
Accepted: 09 Jan 2020
Published online: 13 Oct 2022 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article