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What You Post is What You Get: The Mediator Role of Reached Individuals in the Causal Relationship among Posted Content Types and Follower Counts on Facebook

Flora Poecze

Abstract


This paper discusses the causal relationships among posted content types, the
number of reached individuals and follower counts of a Facebook brand page by
investigating the communication forms of a Hungarian Twitch.tv live streamer.
The Kolmogorov-Smirnov test for the analyses’ distributional properties is
followed by the Kruskal-Wallis H test, which determines significant differences in
content types in terms of their total reach, reaction, comment and share counts.
The Kendall’s tau-b tests are performed for the examination of interrelationships
among the retrieved Facebook metrics. Furthermore, mediation analysis is
conducted, wherein the antecedent role is taken by post type, the follower count
appears as a consequent variable and the total reach count takes the mediator
role in the proposed model. The results of the analysis conclude that the analysed
Facebook metrics display statistically significant, strong and positive correlations
with one another; additionally, post type has a strong, significant and direct
influence on reached individuals and although they do not show a significant,
direct influence on follower count, they display a significant, total effect on it.
The paper thereby contributes to the existing online brand personality and
gaming research, offering value to the research domain of online marketing and
communication as well.


Keywords


Facebook, gaming, mediation, post type, follower, reach, mediation

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