La industria del juguete en Facebook. El engagement con los usuarios durante la campaña de Navidad 2014-15

Abstract

This piece of research presents a content analysis carried out on the messages published by the most important brands of the toy industry in Spain according to the Estrella Program of the Spanish Association of Toy Manufacturers (AEFJ) on the Facebook social network during the 2014-2015 Christmas campaign. Specifically, the messages published by Famosa, Playmobil, Comansi, Hasbro, Barbie and Fisher-Price were analyzed. The main objective of this piece of research has been to analyze the interaction between brands and their followers. The purpose of the publications and the use of multimedia resources (videos, photographs, labels, emoticons or links to web pages) are taken into account. In total, 991 messages were collected. The results break down the characteristics of the ten most popular messages (with the most I like it), the ten with more participation (that is, the ones that received the largest number of comments) and the ten most viral (those that were shared more times). The strategy employed by this sector is based on transmitting informative messages or greeting the audience through messages that are accompanied by a photograph. These messages correspond to those that their users like and share most. On the contrary, the contents that are most commented are those that seek interaction with users through mechanisms such as contests.