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

@article{Lee2018AdvertisingCA,
  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},
  year={2018},
  volume={64},
  pages={5105-5131}
}
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

References

Publications referenced by this paper.
Showing 1-10 of 50 references

Generalized Additive Models: An Introduction With R

Technometrics • 2007
View 4 Excerpts
Highly Influenced

Amazon's Mechanical Turk: A New Source of Inexpensive, Yet High-Quality, Data?

Perspectives on psychological science : a journal of the Association for Psychological Science • 2011
View 3 Excerpts
Highly Influenced

Persuasive Advertising

S. Armstrong
2010
View 3 Excerpts
Highly Influenced

Influence: Science and Practice

R. Cialdini
2001
View 2 Excerpts
Highly Influenced

Sentiment Analysis and Opinion Mining

Encyclopedia of Machine Learning and Data Mining • 2017
View 2 Excerpts

Similar Papers

Loading similar papers…