Working Papers

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.

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