or sends it to a friend. It might be beneficial to add this as a dependent variable in future studies, however, collecting data on the number of shares is very difficult because nowhere it is recorded who shared a message and when it happened. Another limitation of the study has to do with hypothesis 4, in which is investigated whether there is an optimal number of wall posts. To check for this optimal number, a new model is conducted in which a quadratic variable is included. But, because of a lack of variation in the number of posts per day in the data, the model is not fully significant and therefore not used in this study. In future research there should be attempted to collect data with a greater variation in the number of posts per day so that this hypothesis can be fully treated. Finally, the last limitation of this study has to do with the extent to which the findings can be generalized beyond the cases studied. The number of cases may be too limited for broad generalizations, therefore, in might be beneficial to extend the study with data of more brands or data on longer periods. Extending the study with data of more brand or data on longer periods might also be the solution for the lack of data on messages with only visual content. Because this lack of data, this study cannot test whether visual stimuli only are more effective than verbal stimuli only. It needs to be said that at the time that this study is conducted, there are not a lot of global Facebook brand pages with that much activity that they are interesting to add to the data. REFERENCES Academic Technology Services, UCLA (2011). “How can I interpret log transformed variables in terms of percent change in linear regression?,” (accessed June 10, 2010), [available at http://www.ats.ucla.edu/stat/sas/faq/sas_interpret_log.htm].
or sends it to a friend. It might be beneficial to add this as a dependent variable in future studies, however, collecting data on the number of shares is very difficult because nowhere it is recorded who shared a message and when it happened. Another limitation of the study has to do with hypothesis 4, in which is investigated whether there is an optimal number of wall posts. To check for this optimal number, a new model is conducted in which a quadratic variable is included. But, because of a lack of variation in the number of posts per day in the data, the model is not fully significant and therefore not used in this study. In future research there should be attempted to collect data with a greater variation in the number of posts per day so that this hypothesis can be fully treated. Finally, the last limitation of this study has to do with the extent to which the findings can be generalized beyond the cases studied. The number of cases may be too limited for broad generalizations, therefore, in might be beneficial to extend the study with data of more brands or data on longer periods. Extending the study with data of more brand or data on longer periods might also be the solution for the lack of data on messages with only visual content. Because this lack of data, this study cannot test whether visual stimuli only are more effective than verbal stimuli only. It needs to be said that at the time that this study is conducted, there are not a lot of global Facebook brand pages with that much activity that they are interesting to add to the data. REFERENCES Academic Technology Services, UCLA (2011). “How can I interpret log transformed variables in terms of percent change in linear regression?,” (accessed June 10, 2010), [available at http://www.ats.ucla.edu/stat/sas/faq/sas_interpret_log.htm].