How Facebook Post Content Affect Online Engagement in Fashion Industry--A Comparison of FashionValet and Zalora

Purpose -This paper will examine the relationship between social media content categories and their timing during online sales events, and will use the rate of online engagement to gage the effectiveness of the posts for FashionValet and Zalora. Design/methodology/approach-The data used for this study was obtained from the Facebook accounts of FashionValet and Zalora. A total of 1,280 Facebook posts were obtained and manually processed on 1 October 2020, encompassing the selected research period between 1 February 2019 and 1 February 2020. In order to categorise these Facebook posts, the study applied manual coding using the content analysis method. Findings-The results show that content categories and online sales periods significantly affect levels of online engagement. This study used likes, comments, and shares as a measure for online engagement to discover new phenomena between FashionValet and Zalora Facebook pages. Research limitation/implication-Since likes, comments, and shares can be changed by users, the results will represent the numbers of likes, shares, and comments collected and analysed on March 2020. Practical implication-The results from the content analysis can help fashion companies to identify which type of content categories users are keen to engage with and as an analytical framework to assess and monitor the effectiveness of online engagement. Originality/value-The findings are relevant for the theory of information dissemination and provide valuable and applicable implications for companies in the fashion industry. Keywords: Facebook, content type of post, online engagement, online sales period.
Introduction The widespread nature of the internet today has changed the way people live their daily lives worldwide. The internet has impacted the activities that users conduct online, with the [...]