TABLE 3—
Marketing Techniques Used by the Facebook Pages as of February 1, 2013
| Category | Pages, No. (%) |
| Branding elements | 27 (100) |
| Photos | 27 (100) |
| User-generated content | 25 (92.6) |
| Competitions, prizes, and giveaways | 24 (88.9) |
| Apps | 24 (88.9) |
| Videos | 23 (85.2) |
| Conversations | 23 (85.2) |
| Links | 23 (85.2) |
| Allow posts by others | 22 (81.5) |
| Celebrities | 22 (81.5) |
| Sponsorships or partnerships | 21 (77.8) |
| Children’s characters | 19 (70.4) |
| Quizzes or polls | 19 (70.4) |
| Sportspeople | 17 (63.0) |
| Corporate social responsibility or philanthropy | 17 (63.0) |
| Branded characters | 13 (48.1) |
| Vouchers, offers, and rebates | 12 (44.4) |
| Events | 11 (40.7) |
| Games | 9 (33.3) |
| Special price promotions | 8 (29.6) |