The impact of Brand Content on Social Network engagement “The case of the Facebook pages of non-governmental organisations (NGOs)/not-for-profit associations”

Abstract

This study, which is part of a digital marketing strategy, proposes and empirically tests a model that identifies the key factors related to the characteristics of NGO content and influences the engagement of Internet users, is presented by explanatory variables related to the context of the content and the dependent variable representing the engagement indicator.

To guide our understanding of how NGOs use brand content to increase engagement in Facebook. Our study uses a questionnaire response analysis method to test the research model, and we choose the regression model as the hypothesis testing technique.