Working Paper

The Effects of Content Characteristics on Consumer Engagement with Branded Social Media Content on Facebook

Andrew T. Stephen, Michael R. Sciandra, and J. Jeffrey Inman

Jun 5, 2015


Uses a dataset of 4,284 branded Facebook posts made over an 18-month period by nine brands across four industries to understand how marketers’ social media content design decisions influence measurable consumer engagement outcomes.

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