| dc.description.abstract | Social networking sites have become an important part of companies’ marketing. On the most used social network in the world, Facebook, brands can do marketing through brand fan pages where they can reach out to potential customers through interactivities on their published content. This master thesis investigates which content characteristics mainstream cinemas use in their marketing on Facebook, and analyses the amount of 400 posts on two different cinema Facebook fan pages in Norway. The method used is a quantitative and qualitative content and response analysis in an embedded explanatory and exploratory case study. The amounts of the response activities «likes», «comments» and «shares» are counted per post, and 7 different criteria are measured in the quantitative content and response analysis. Video posts and photo posts are separately collected in the amount of 100 per page. The qualitative content and response analysis is divided into two parts. The first part is exploring the ten most popular photo and video posts and the ten least popular photo and video posts on each page, and measuring the occurrence of the criteria used in the quantitative content and response analysis. The second part of the qualitative content and response analysis is exploring cinema specific details of the content. For example, it analyses whether the content is cinema related or not, what genre the promoted movies are, and whether the message of the post is «conversational» or «sales and marketing». The main results in this thesis show that when a question is placed in the text part of a photo or video post, this content characteristic enhances the number of likes and comments, and the characteristics «quiz» and «contest» generates high levels of likes and comments when included in photo posts. The findings also show that photo posts that are shared from other Facebook pages or external websites influence a lower level of response than photo posts that are published directly on the brands’ fan page. The amount of likes, comments and shares are different towards photo posts and video posts depending on which content characteristic is occurring in the post. The results found in this research may guide companies in their Facebook marketing strategy in general and cinema companies in particular. | eng |