{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,8]],"date-time":"2026-01-08T17:27:04Z","timestamp":1767893224202,"version":"3.49.0"},"reference-count":36,"publisher":"Emerald","issue":"3","license":[{"start":{"date-parts":[[2016,6,13]],"date-time":"2016-06-13T00:00:00Z","timestamp":1465776000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2016,6,13]]},"abstract":"<jats:sec>\n               <jats:title content-type=\"abstract-heading\">Purpose<\/jats:title>\n               <jats:p> \u2013 Mobile social network games (mSNGs) are gaining increasing popularity recently. Many of the games are marketed using the brand pages on social network services including Facebook. The purpose of this paper is to identify the characteristics of the posts on the brand pages that affect the reaction of users. <\/jats:p>\n            <\/jats:sec>\n            <jats:sec>\n               <jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title>\n               <jats:p> \u2013 Four independent variables were tested for their influence on user reaction: informativeness, structure, call for action, and the type of reward. In total, 439 posts on the brand pages of two mobile game companies on Facebook were manually collected. The hypotheses were tested using multiple regression analysis. <\/jats:p>\n            <\/jats:sec>\n            <jats:sec>\n               <jats:title content-type=\"abstract-heading\">Findings<\/jats:title>\n               <jats:p> \u2013 The characteristics of the brand pages appeared to have significant impact on the users\u2019 reaction. Overall, being informative, calling for action, and providing content-related (game-related) rewards have significant and positive impact on the reaction of users. Using only texts or embedding videos or hyperlinks in the posts has either negative or no significant impact on the reaction of users. <\/jats:p>\n            <\/jats:sec>\n            <jats:sec>\n               <jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title>\n               <jats:p> \u2013 The literature review shows that not many empirical studies have been conducted so far about the brand pages of mSNGs. Therefore, this study contributes to the understanding of users\u2019 reaction on the brand pages for mSNGs, and how companies should manage their communication effort on the pages.<\/jats:p>\n            <\/jats:sec>","DOI":"10.1108\/oir-07-2015-0236","type":"journal-article","created":{"date-parts":[[2016,5,26]],"date-time":"2016-05-26T10:41:13Z","timestamp":1464259273000},"page":"435-448","source":"Crossref","is-referenced-by-count":31,"title":["What makes people react to the posts on the brand pages of mobile social network games?"],"prefix":"10.1108","volume":"40","author":[{"given":"Hyesun","family":"Jeon","sequence":"first","affiliation":[]},{"given":"Hyung Jun","family":"Ahn","sequence":"additional","affiliation":[]},{"given":"Gun Jea","family":"Yu","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2020121504520131900_b36","doi-asserted-by":"crossref","unstructured":"Ahn, H.J.\n                (2010), \u201cEvaluating customer aid functions of online stores with agent-based models of customer behavior and evolution strategy\u201d, \n                  Information Sciences\n               , Vol. 180 No. 9, pp. 1555-1570.","DOI":"10.1016\/j.ins.2009.12.029"},{"key":"key2020121504520131900_b35","unstructured":"Ahn, H.J.\n                and \n                  Park, S.\n                (2012), \u201cHow does customer\u2019s product expertise moderate the usefulness of information recommendation agents in online stores?\u201d, \n                  Information Research\n               , Vol. 17 No. 4."},{"key":"key2020121504520131900_b14","doi-asserted-by":"crossref","unstructured":"Aksoy, L.\n               , \n                  van Riel, A.\n               , \n                  Kandampully, J.\n               , \n                  Wirtz, J.\n               , \n                  den Ambtman, A.\n               , \n                  Bloemer, J.\n               , \n                  Horv\u00e1th, C.\n               , \n                  Ramaseshan, B.\n               , \n                  van de Klundert, J.\n               , \n                  Gurhan Canli, Z.\n                and \n                  Kandampully, J.\n                (2013), \u201cManaging brands and customer engagement in online brand communities\u201d, \n                  Journal of Service Management\n               , Vol. 24 No. 3, pp. 223-244.","DOI":"10.1108\/09564231311326978"},{"key":"key2020121504520131900_b31","doi-asserted-by":"crossref","unstructured":"Barnes, S.J.\n                and \n                  Pressey, A.D.\n                (2014), \u201cCaught in the web? 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