Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook

  title={Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook},
  author={Dokyun Lee and Kartik Hosanagar and Harikesh S. Nair},
  journal={Management Science},
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… CONTINUE READING


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