Working Paper

Customer Engagement in Social Media Platforms: Findings from a Longitudinal Field Experiment

Aarti S. Ivanic, Seshadri Tirunillai, Suresh Ramanathan, and Utpal Dholakia

Feb 14, 2020


Examines drivers of customer engagement in social media platforms via a natural, longitudinal, online field experiment; examines the role of self-affirmation in driving engagement (measured as number of posts), and the moderating effects of endowing users with power.

By using you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.