by Kamisah Kormin*a, Rohaizat Baharuna, Riaz Ul Haqb , Iqbal Ahmedc,d

aUniversiti Teknologi Malaysia, Malaysia; bUniversiti Malaysia Pahang, Malaysia; c,dKing Abdul Aziz University, Saudi Arabia

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Abstract :  This study examined four Facebook (FB) marketing strategies adopted by both global and local brands; post types, media types, interactivity, and service quality (SQ). 120 brands (60 brands from each group) listed in socialbakers.com were selected as a sample. A content analysis method was used to examine a total of 1,904 FB postings. The main findings include that both global and local brands used consistent FB marketing strategies in terms of entertainment, corporate ability (CA) and corporate social responsibility (CSR) type of posts and media type. While other strategies were not similar. This study is significant because it provides a benchmark case on how these two groups of brands were using FB to engage and strengthen the relationship with customers.

Keywords: Global brands, local brands, Facebook, social media marketing

Updated:: 11/04/2022 [syazmer]