Secrets to design an effective message on Facebook: an application to a touristic destination based on big data analysis

The objective of this research is to identify which are the key variables for designing a message in a social network that can be used by an advertiser to generate Positive/Negative Engagement. The message's design variables have been classified into four main groups: (i) Message Tools (presence of text, images, video, labels, applications, interactive games and events calendar or others), (ii) Appropriate Message Structure (length and intelligibility), (iii) Informative Cues (links to the brand, orientation towards the product or the brand, topics relevant to the audience, and a remuneration's promise) and (iv) Persuasive and Emotional Cues (emotional signals, valence, endorsement and influencer mentions). The focus has been a tourist destination: Brand Spain that is advertised through Facebook. A content analysis was carried out and regression analysis with optimal scaling was used on 180 Spain brand's publications; 57,626 audience reactions to such publications; and 1361 audience comments on the Brand Spain Official Fan Page. According to our results, from the four blocks of predictive variables, only two of them are useful to predict Positive/Negative Engagement: (i) the use of Message Tools (videos), and (ii) the use of informative cues (relevant topics, links on posts, and post's orientation towards product).