@article{cepel2020fostering,
  title = {Fostering the Engagement on the Companies' Facebook Pages in the Fuel's Retail Sector},
  author = {Martin CEPEL},
  year = 2020,
  url = {https://ibimapublishing.com/p-articles/36eMKT/2020/3671020/},
  journal = {Communications of International Proceedings},
  volume = 2020 (12),
  abstract = {Social networks change the way how companies realize their marketing activities. Potential customers become part of companies' marketing activities instead of just being passive participants. The ability to actively involve customers thus becomes a critical factor in the success of marketing activities. The study aims to determine how the posts' different content on the companies' Facebook pages affects the engagement of the message recipients. A retrospective, longitudinal study approach was used. Five hundred fifty-three posts from the four Slovak largest fuel retail sellers' Facebook pages were analyzed. The results revealed the significant difference in the medians of the passive engagement (χ2 (3, N = 533) = 85.685, p-value =},
  keywords = {Content, Engagement, Fuel, Retail, Facebook.},
  note = Article ID: 3671020
}