Facebook as a Marketing Communications Tool - Facebook Official Pages Content Analysis for Jordanian Telecommunications Companies in the Mobile Operators Sector
Lu’ay Al-Mu’ani, Assoc. Prof. Dr. Serdar Saydam, Dr. Cemal Çalicioğlu

Abstract
The purpose of this study is to investigate how Jordanian telecommunication companies in the mobile operators sector utilize Facebook as a marketing communication tool. And how do their fans engage with them on Facebook. Jordanian telecommunications companies utilize Facebook as a marketing communications tool to reach consumers in a transparent way. They don’t seem to control the messages on their page, as they let consumers speak freely and criticize their companies in public.In addition, Jordanian telecommunications companies don’t push their advertising for products and services on Facebook. However, only Zain integrates its product related messages with the main website. Jordanian consumers poston average 65 times per day. Males were more active with 81% of the posts while only 19% were from females. Jordanian consumers criticize and spread negative word of mouth much more than praising the companies and they engage the most with giveaways and lowest with societal posts.

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