The use of social media allows brands to directly communicate with their consumers. However, the easiness of using social media turned out to the big competition between brand pages for attracting user’s attention. For two decades, marketing science investigates which elements of publication have positive impact on user response.
In this study, we aim to explore how the different design of Facebook publication post is critical to attract people’s attention in social media. We consider the characteristics of social media publication at four perspectives. These variables in four main groups are: (a) characteristics about visual design of publication; (b) characteristics categorizing text of publication; (c) characteristics from Facebook Ads Manager and (d) characteristics about the product that is described in publication. All four groups had been carefully studied and analyzed. One-way ANOVA and Linear regression analysis that had been used in the research is based on real practice data collected from Taiwanese technological company. Data includes 251 samples of social media posts that had been published by company for the period of two years. The results obtained, firstly, confirm the significant correlation of publication visual design and user engagement; secondly, underline the importance of publication’s text. Group of characteristics was also tested for different product lines and audience size, the results received prove the existing differences. The research also includes several managerial implications, limitations and future research lines.

The use of social media allows brands to directly communicate with their consumers. However, the easiness of using social media turned out to the big competition between brand pages for attracting user’s attention. For two decades, marketing science investigates which elements of publication have positive impact on user response.
In this study, we aim to explore how the different design of Facebook publication post is critical to attract people’s attention in social media. We consider the characteristics of social media publication at four perspectives. These variables in four main groups are: (a) characteristics about visual design of publication; (b) characteristics categorizing text of publication; (c) characteristics from Facebook Ads Manager and (d) characteristics about the product that is described in publication. All four groups had been carefully studied and analyzed. One-way ANOVA and Linear regression analysis that had been used in the research is based on real practice data collected from Taiwanese technological company. Data includes 251 samples of social media posts that had been published by company for the period of two years. The results obtained, firstly, confirm the significant correlation of publication visual design and user engagement; secondly, underline the importance of publication’s text. Group of characteristics was also tested for different product lines and audience size, the results received prove the existing differences. The research also includes several managerial implications, limitations and future research lines.

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