THE IMPACT OF FREQUENCY AND SPACING OF BRAND-GENERATED CONTENT ON THE DYNAMICS OF CONSUMER INTERACTION ON BRANDS’ FACEBOOK PAGES

Evaldas Jankauskas,Abhishek Nayak 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction Social media marketing is an attractive marketing method for fostering relationships with customers. About 30% of social media users find social networking sites important when searching for information about brands as well as showing their support towards them (Nielsen, 2017). This engagement with brands on social media is one of the factors driving company outcomes. For example, consumer engagement in social media brand communities is found to have a positive impact on purchase spending (Goh, Heng, and Lin, 2013), brand equity (Christodoulides and Jevons, 2012), and brand attitude (Schivinski and Dabrowski 2016). Consumer engagement involves both consumer interaction and co-creation of the content (Smith and Gallicano, 2015). In order to enhance engagement with brand content, marketers must persuade consumers to interact with those messages by sharing, commenting or liking them (Chang, Yu, Lu, 2014). Hence, interaction is the crucial step towards improving consumer engagement. While marketers rely on experimenting in order to find elements that drive consumer interaction, researchers use vast social media data in order to examine relationships between brand message characteristics and consumer interaction with those messages. For example, (Vries, Gensler, and Leeflang, 2012) studied the impact of post’s vividness, interactivity, content, position of a post and valence of comments on brand post popularity as represented by number of likes and comments. Other researchers such as (Wang et al ,2016) examined the impact of topic, tone and the length of post on social media engagement defined not only by the number of likes and shares, but also by the likability of characters featured in the post. Chang, Yu, and Lu (2014) studied how argument quality, post popularity, and post attractiveness can lead to consumer engagement. Similarly, (Lee and Hong, 2016) investigated the impact of emotional appeal, informativeness and creativity of a message on positive consumer behavior towards brand message. However, little is known so far about the effects of the frequency and spacing of brand-generated content on the dynamics of consumer interaction. Advertising research shows that advertising frequency has an impact on various consumer behavior and attitude outcomes and suggests that there is an optimum level of exposure to advertising that yields greatest results (Schmidt and Eisend, 2015; Broussard, 2000). Moreover, research on advertising repetition in traditional channels suggests an inverted u-shape relationship between ad repetition and message effectiveness. This happens because at a certain number of exposures negative factors, such as boredom and irritation (Heflin and Haygood, 1985), kick in and overweigh positive ones. As a result, the effectiveness of an ad starts diminishing. This effect is also known as the wear-out effect. On the other hand, (Lee, Ahn, and Park, 2015) suggest that inverted U-shape relationship between repetition and attitude towards the brand does not hold true in online environments. This is the case because users can control their exposure to advertising, therefore they do not expose themselves to the ad to the extent that they feel adverse toward it. As firm-generated brand content on social media is a form of advertising, it is interesting to examine, whether wear-out effect occurs in the context of social media and user interaction. In addition, the effect of advertising repetition is found to depend on the time period, or space, between ad exposures (Janiszewski, Noel, and Saywer, 2003). Spacing between exposures affect learning (Sawyer, Noel, and Janiszewski, 2009), attitude towards the brand (Schmidt and Eisend, 2015), purchase spending (Sahni, 2015), attrition rate and customer response (Dreze and Bonfrer, 2008). Moreover, recent study by (Wang, Greenwood, and Pavlou, 2017), who investigated the influence of posting on the propensity to unfollow the brand on the largest social media in China WeChat, found that posting leads to higher likelihood of unfollowing the brand, which in turn has a negative effect on the long term sales. However, WeChat may be considered to be more intrusive than Facebook because of the differences in how followers get notified about new brand posts. Therefore, it is interesting to examine whether the same effect of posting holds true on Facebook. Finally, viral marketing research suggests that the growth rate of interaction with the content depends on the rate of creation of other messages (Karnik, Saroop, and Borkar, 2013). Based on the findings from previous studies, it is evident that frequency and spacing may have a significant influence on the level and growth rate of user interaction. Furthermore, two-sided advertising research suggests that inclusion of negative information in product related messages can yield better results in terms of persuasive power than if no negative information is included (Eisend 2006). In addition, political communication researchers found that sentiment-carrying Twitter messages tend to be retweeted more often and more quickly (Stieglitz and Dang-Xuan, 2013). Therefore, it is suggested that the effect of message frequency and spacing on the level of consumer interaction is moderated by the sentiment of the message. In other words, the optimal level of message frequency is expected to be higher for emotionally-charged firm-generated brand messages as compared to neutral ones. Hence, the following research questions are proposed: RQ1: How does frequency and spacing of brand-generated content affect the dynamics of consumer interaction on social media and how is this effect moderated by the sentiment of the content? RQ2: How does posting on social media affect the unfollowing by brand followers? RQ2a: Does the spacing between messages help reduce the negative effect of posting on the unfollowing by brand followers (if such effect is present)? Research Design & Theoretical Development In order to answer these questions two data sets were gathered via Facebook’s API consisting of 6,471 and 932 brand posts respectively. Two separate data sets were needed to examine the frequency effects on the overall level of consumer interaction as well as on the growth rate of interaction. Therefore, post and page data for 7 international brands from 5 different product categories for the period of 2 years were collected to examine the frequency effects. To investigate the effect of posting on the growth rate of consumer interaction, 11 brands were tracked for the 7-week period in order to capture the development of the interaction. In addition, the impact of posting on the propensity to unfollow the brand was examined. Consequently, three separate regression models were built to test the hypotheses. Results showed that frequency of posting and the level of consumer interaction has an inverted u-shape relationship and that the level of consumer interaction is positively influenced by the space between the posts. Further, findings suggest that posting on social media is positively associated with unfollowing by followers and that the growth rate of interaction of the post depends on the rate of new message generation by the same brand. The conceptual model is presented below. Result and Conclusion The study has few theoretical and practical contributions. Answering to the call for research (Vries, Gensler, and Leeflang, 2012) to include the dynamic aspects of interaction, this study contributes to the social media literature by examining the effects of the rate of new message generation on the growth rate of interaction of the post. In addition, this study adds to the stream of research on the wear-out effects in online environments by including higher number of exposures and by testing the type of firm communication (social media communication) that previously has not been studied. Finally, this study contributed to the recent research (Wang, Greenwood, and Pavlou, 2017) by examining the effect of posting on the unfollowing by brand followers. As for practical contributions, findings of this study have implications for marketing managers with respect to the frequency and spacing of posting. This study provides evidence for a more moderate posting strategies in terms of frequency.

Clinical Outcomes of 103 Hand-Assisted Laparoscopic Surgeries for Left-Sided Colon and Rectal Cancer: Single Institutional Review

Narimantas Evaldas Samalavicius,Rakesh Kumar Gupta,Audrius Dulskas,Darius Kazanavicius,Kestutis Petrulis,Raimundas Lunevicius 대한대장항문학회 2013 Annals of Coloproctolgy Vol.29 No.6

Purpose: The laparoscopic colectomy is avoided principally because of its technical difficulty, steep learning curve, and increased operative time. Hand-assisted laparoscopic surgery (HALS) is an alternative technique that addresses these problems while preserving the short-term benefits of a laparoscopic colectomy. Our study was aimed to describe the characteristics of patients admitted due to left-sided colon and rectal cancer for HALS. Methods: A prospectively maintained database was used to identify patients who underwent HALS at the Institute of Oncology, Vilnius University, from July 1, 2009, to October 1, 2012. Results: One hundred-three HALS colorectal resections were performed. The patients’ mean age was 64 ± 13.4 years. There were 46 male and 57 female patients. The body mass index was 27.3 ± 5.8 kg/m2. Forty-three patients (41.8%) had experienced prior abdominal surgery. The mean HALS time was 105 minutes (range, 55–185 minutes). The conversion rate was 2.7% (3/103). The median of return of gastrointestinal function was 2.5 days (range, 2.2–4.5 days). The median length of hospital stay was 9 days. The postoperative complication and mortality rates were 10.7% and 0.97%, respectively. Four incisional hernias (3.9%) were seen at a mean follow-up of 7.0 ± 3.4 months. None of the patients had a trocar or a hand-port site recurrence. Conclusion: A HALS colorectal resection is a safe and effective technique, and it provides all the benefits of minimally invasive surgery.

Rhabdoid Carcinoma of the Rectum

Narimantas Evaldas Samalavicius,Rokas Stulpinas,Valdas Gasilionis,Edita Baltruskeviciene,Eduardas Aleknavicius,Ugnius Mickys 대한대장항문학회 2013 Annals of Coloproctolgy Vol.29 No.6

Rhabdoid colonic tumors are very rare lesions with just a few publications describing such neoplasms. Even more unusual for these lesions are their primary rectal locations, with only two brief case reports having been published on that subject to date. We present a case of a composite rhabdoid rectal carcinoma in a 49-year-old male. The tumor behaved very aggressively, with rapid patient demise despite radical surgery and intensive postoperative chemotherapy (FOLFIRI [folinic acid {leucovorin}, fluorouracil {5-fluorouracil}, and irinotecan] and FOLFOX4 [folinic acid {leucovorin}, fluorouraci {5-fluorouracil}, and oxaliplatin]). Pathologic examination was supportive of a rhabdoid carcinoma, with a compatible immunohistochemical profile, demonstrating synchronous expression of vimentin and epithelial markers in the tumor cells. In addition, BRAF V600E gene mutation, together with a wild-type KRAS gene, was identified, and no evidence of microsatellite instability based on MLH1, MSH2, MSH6, and PMS2 immunophenotypes, i.e., no loss of expression for all 4 markers, was observed. Our reported case confirms previously published observations of the clinical aggressiveness and the poor therapeutic response for rhabdoid tumors.

Unusual Case of Overt Aortic Dissection Mimicking Aortic Intramural Hematoma

Kushtrim Disha,Thomas Kuntze,Evaldas Girdauskas 대한흉부외과학회 2016 Journal of Chest Surgery (J Chest Surg) Vol.49 No.2

We report an interesting case in which overt aortic dissection mimicked two episodes of aortic intramural hematoma (IMH) (Stanford A, DeBakey I). This took place over the course of four days and had a major influence on the surgical treatment strategy. The first episode of IMH regressed completely within 15 hours after it was clinically diagnosed and verified using imaging techniques. The recurrence of IMH was detected three days thereafter, resulting in an urgent surgical intervention. Overt aortic dissection with evidence of an intimal tear was diagnosed intraoperatively.

Novel Association of a Familial TGFBR1 Mutation in Loeys-Dietz Syndrome with Concomitant Hematologic Malignancy

Kushtrim Disha,Solveig Schulz,Martin Breuer,Tamer Owais,Evaldas Girdauskas,Thomas Kuntze 대한흉부외과학회 2019 Journal of Chest Surgery (J Chest Surg) Vol.52 No.5

Concomitant Loeys-Dietz syndrome (LDS) and hematologic malignancies are exceptionally rare. This is the first report of a patient operated on for aortic root dilation who had been previously diagnosed with LDS and B-cell-lymphoma. After completion of chemotherapy and complete remission, an elective valve-sparing aortic root replacement (using the David-V method) was performed. Due to the positive family history, preoperative genetic counseling was conducted, and revealed LDS with a TGFBR1 (transforming growth factor beta receptor type I) mutation in 6 probands of the family, albeit in 1 of them posthumously. This missense mutation has been previously described in relation to aortic dissection, but a causative relationship to malignancy has so far neither been proposed nor proven.