We investigate the effect of social media content on customer engagement using a large-
scale field study on Facebook. We content-code more than 100,000 unique messages …

We investigate the effect of social media content on customer engagement using a large-
scale field study on Facebook. We content-code more than 100,000 unique messages …

We describe the effect of social media advertising content on customer engagement using
data from Facebook. We content-code 106,316 Facebook messages across 782 companies …

The popularity of social media has led to many brands using platforms such as Facebook for
marketing communications, typically whereby brands post content (text, images, and/or …

With the growth and prevalence of social media platforms, many companies have been
using them to engage with customers and encourage user-generated content (UGC) about …

Andrew Stephen, Michael Sciandra, and J. Jeffrey Inman address this problem in the context
of branded content on Facebook. They consider two aspects of marketers' decision making …

Brands use social media to engage consumers in all stages of the customer journey. Prior
work on consumer engagement with brand-generated content on social networking sites …

This paper examines consumer-brand engagement on social media, focusing on the
dynamic interplay between brands and consumers as well as among consumers …

Social media provide consumers with a platform for interactivity, and interactivity leads to
consumer empowerment by providing the consumer with a platform to make their voice …

From advertisers and marketers to salespeople and leaders, everyone wants to hold
attention. They want to make ads, pitches, presentations, and content that captivates …