What messages to post? Evaluating the popularity of social media communications in business versus consumer markets
Abstract
Although social media usage in business markets continues to grow, managers still struggle with designing popular brand message posts. This research investigates the key factors that contribute to Facebook brand content popularity metrics (i.e., number of likes and comments) for Fortune 500 companies' brand posts in business-to-business (B2B) versus business-to-consumer (B2C) markets. Building on psychological motivation theory, the authors...
Paper Details
Title
What messages to post? Evaluating the popularity of social media communications in business versus consumer markets
Published Date
Apr 1, 2017
Volume
62
Pages
77 - 87
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