Best practices recommend following posts from multiple sources, on a particular medium,
and on a specific topic (Kozinets, 2010; Sappleton, 2013). This research examines postings on
three Facebook microsites from the US, UK, and Ireland. Fan pages of general wedding sites
and publications are chosen to distinguish this research from prior research, focusing on one
aspect of weddings such as the dress or the flowers. Pages are deemed an appropriate choice
as, the research aims to identify the ways in which brides and marketers may interact, using
user-generated content and marketer-generated content. The microsites chosen are the largest
for that country in terms of general wedding websites; in the United States it is The Knot, in
the UK it is Ukbride.co.uk, and in Ireland it is Weddingsonline.ie (see Table 1). Facebook has
been chosen as the social networking site of choice, as Stelzner’s (2011) study indicates
Facebook has eclipsed Twitter to take the top spot for social networking.