Table A3.
Definition of marketing techniques.
| Marketing Techniques | Definition |
|---|---|
| 1. Pictures | Digital images of the product, users, and promotional events |
| 2. Branding elements | Any logos, colors, trademarks, or slogans |
| 3. Hash tags | mark # which is used within a message as a keyword to advertise a product and facilitate a search |
| 4. Conversations | The page administrator responds to page member posts and comments and shares member content with other members. |
| 5. Special promotions | Limited-time offers, discount menus, 2 for 1 deals, or other reduced-price advertisements |
| 6. Links | Any page posts that include a link to an external page or additional content not found within the Facebook page |
| 7. Videos | Can either be posted directly to Facebook or linked through YouTube |
| 8. Competitions, prizes, give-aways | Any contest involving a participant entry, including minimal requirements such as simply liking a post; giveaways also include free product samples and other items with purchase. |
| 9. Vouchers, offers, rebates | Includes those that consumers print off or for which they enter an electronic code; offers are specific to Facebook and made exclusively available to those who like the page. |
| 10. Branded characters | Any characters featured on the page developed by the brand |
| 11. Celebrities | People with an entertainment or media profile excluding sport people |
| 12. Sport people | Any person (adult or child) profiled for their athletic or sporting achievements |
| 13. Conversations | The page administrator responds to page member posts and comments and shares member content with other members. |
| 14. Games | Interactive and entertaining applications that feature the brand |
| 15. Quizzes and Polls | Can be embedded directly into the Facebook timeline; they are a feature available to all brand pages as a way of encouraging participation and interaction. |
| 16. Apps | Both links to any smartphone apps and any apps embedded in the Facebook page. Facebook allows page administrators to develop a variety of application tabs on their pages, including retail store location finders, other social media channel feeds, ordering platforms, feedback, and promotional offers. |
| 17. Sponsorships and partnership | Any events that the brand supports or other brands or services the brand partners with, excluding charitable organizations |
| 18. Corporate social responsibility and philanthropy | Promotion of any ethical or sustainable initiative or charitable work undertaken by the brand |