Esses indivíduos expandiram conceitos de teorias consolidadas que versam sobre o processo de difusão de inovações e o fluxo comunicacional entre líderes de opinião e seguidores. Influenciadores digitais são formadores de opinião virtuais que representam uma alternativa para empresas que confiam na comunidade reunida em torno desses perfis como público-alvo de divulgação. Hence, marketers involved with brand management on Facebook should publish posts which promote the brand and reproduce content generated by people engaged with it if they seek to increase the viralization capacity of such posts. Our typology is a quantitative improvement in relation to studies with similar objectives. Originality/value – Previous studies using the platform did not categorize posts created by brand fans/followers. Posts of the categories Information and Pool did not have any significant effects, and confirmed previous studies which analyzed likes and comments as dependent variables. There was a positive relationship between posts of the categories Fan and Promotion and Publicity and viral marketing. Findings – Two hypotheses were supported. We used a regression model and Analysis of Variance to establish relationships among independent variables and a dependent variable. Design/methodology/approach – Data for 2583 posts in eight profiles of Brazilian beer brands were coded and analyzed.
Our research is founded on recent studies which categorize posts on Facebook. Purpose – The purpose of this paper is to analyze the impact of different types of content of viral marketing in a popular social networking site.
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