WOM on Facebook, Comparative study of business companies and interactivity with Egyptian customers

Document Type : Original Article

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Media department – Faculty of Arts - Menoufiya University

Abstract

This is an investigative analysis of the social media pages of business organizations that allow customers and clients to participate in producing content and effectively interact with posts published across social media official accounts. Network marketing employs customers personal experiences as “Word of Mouth” strategy to attract new customers through the credibility power represented by testimonies and stories narrated by actual users. This paper aims to explore magnitude of harnessing Facebook as marketing platform by business organizations. In addition, it measures posts sharing average and users’ sentimental expressions associated with these posts. Furthermore, it compares strengths and weaknesses points of the organizational pages and relationship with popularity rates. 

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