Facebook and automotive brands CZ 2022
Description
The main objective of this study is to examine the roles of company-created content on Facebook in enhancing brand visibility and interaction between brand and consumer response. In this study, four official Facebook profiles from automotive brands were collected and surveyed and then the data were analysed in detail using content analysis. Evaluation using the uses and gratification theory and the application of correspondence analysis of content related to the consumer's point of view brings new insights to brand communication using social media. Post-level data were collected directly from publicly available profiles on Facebook for the selected period (629 posts / 1, 2, 5, 6, 7, 10/2022). The data were imported (May, 2023) in chronological order,