Facebook Marketing Strategies: An SLR of Engagement Outcomes

Abstract

This study presents a systematic literature review (SLR) of Facebook marketing strategies and their impact on consumer engagement. Facebook remains a dominant digital marketing platform, where likes, comments, shares, and click throughs serve as key indicators of effectiveness. Content characteristics such as vividness, interactivity, and message design are central drivers of engagement, with images and videos generating more interaction than text only posts. Timing and posting frequency also moderate outcomes, as strategic scheduling enhances participation while excessive posting reduces responsiveness. Engagement is understood as a multidimensional construct cognitive, emotional, and behavioral that strengthens brand consumer relationships. Both firm generated and user generated content shape performance outcomes, balancing clarity with authenticity. Overall, effective strategies require integrating media richness, message relevance, timing, and co-created content to link short-term activity with long-term brand equity.