Open Access. Powered by Scholars. Published by Universities.®

Mass Communication Commons

Open Access. Powered by Scholars. Published by Universities.®

Articles 1 - 2 of 2

Full-Text Articles in Mass Communication

Advertising Content And Consumer Engagement On Social Media: Evidence From Facebook, Dokyun Lee, Kartik Hosanagar, Harikesh Nair Jan 2018

Advertising Content And Consumer Engagement On Social Media: Evidence From Facebook, Dokyun Lee, Kartik Hosanagar, Harikesh Nair

Marketing Papers

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, using a combination of Amazon Mechanical Turk and natural language processing algorithms. We use this data set to study the association of various kinds of social media marketing content with user engagement—defined as Likes, comments, shares, and click-throughs—with the messages. We find that inclusion of widely used content related to brand personality—like humor and emotion—is associated with higher levels of consumer engagement (Likes, comments, shares) with a message. We find that ...


Creating Contagious: How Social Networks And Item Characteristics Combine To Drive Persistent Social Epidemics, Andrew T. Stephen, Jonah A. Berger Jan 2010

Creating Contagious: How Social Networks And Item Characteristics Combine To Drive Persistent Social Epidemics, Andrew T. Stephen, Jonah A. Berger

Marketing Papers

Why do certain cultural items capture persistent collective interest while others languish? This research integrates psychological and sociological perspectives to provide deeper insight into social epidemics. First, we develop a psychologically plausible individuallevel model of social transmission behavior. We then situate this model in a social network and perform a series of simulations where we vary different item- and networkrelated characteristics in an experimental setting. The results (1) demonstrate how item and network characteristics combine to drive persistent collective enthusiasm and (2) shed light on the underlying mechanisms through which such social epidemics occur. Interest in most items or products ...