Stakeholders’ Perceptions of Contents and Activities on Corporate Facebook Pages

Abstract

This study examined the perceptions of stakeholders on contents of Facebook pages of organisations in the food and beverage sector (Kasapreko Company Limited and Fan Milk Limited, Ghana). The followers’ underlying motivations for engaging with the organisations on Facebook, their expectations and perceptions about page contents and management were investigated. The study employed a descriptive survey design, and a sample size of 200 respondents were selected using a systematic sampling technique. Underpinned by the uses and gratifications theory and the expectancy theory, an online survey was used for data collection. The Statistical Package for the Social Sciences (SPSS) software was used to analyse data and findings were presented using frequency and percentage summary tables and figures. The results revealed that reasons for stakeholders’ engagement with corporates organisations on Facebook were diverse, but receiving information on new or forthcoming products was the most desired. It was also found that followers had fairly positive perceptions of the contents or activities on the organisations’ Facebook pages. Followers noted that the pages were managed professionally and interactively. The findings further revealed that followers expected the organisations to post more advertisements, event promotion and product information on their Facebook pages in audio-visual formats.