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Mass Communication Commons

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Communication Technology and New Media

University of Pennsylvania

Marketing communication

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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 ...