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Analyzing Factors Affecting the Success of Social Media Posts for B2b Networks: A Fractional-Factorial Design Approach

Diana B. Kontsevaia


Paul D. Berger

Diana B. Kontsevaia 1 Paul D. Berger 1 ,

  1. Bentley University Waltham, MA, U.S.A. 1

Pages: 112-123

DOI: 10.18488/journal.62.2017.46.112.123

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Article History:

Received: 11 May, 2017
Revised: 14 June, 2017
Accepted: 20 July, 2017
Published: 28 August, 2017


This paper explores the determining of which factors/variables, and the optimal levels of these factors that lead toward successful online posts in a B2B context. Using real data from a software development company’s official social media outlets, data made available only to the authors, we conducted a fractional-factorial design with two dependent (output) variables, which were measures of success: number of impressions, and number of actions. We examined the impact of six independent variables (“factors”) and some selected interactions of these factors on the two output measures. The factors are: day of post, time of day of post, presence of an image, presence of a hashtag, length of the message, and specific channel used. Three of the six factors were significant when analyzing number of impressions, while none of the factors made the 5% significance level when analyzing number of actions.

Contribution/ Originality
This study is one of the very few studies which have investigated the factors that determine the success of online posts in a B2B context. Also, it is the first paper to investigate this issue using a fractional-factorial design.


Social media posts, B2B, Content marketing, Fractional-factorial designs, Interaction effects, LinkedIn, Twitter.



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This study received no specific financial support.

Competing Interests:

The authors declare that they have no competing interests.


Both authors contributed equally to the conception and design of the study.

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