Epistemology

Advertising

Philosophy

Geometry

Physics

Service quality

User engagement

Business

Customer engagement

Service (business)

Mathematics

Marketing

Social media

Quantum mechanics

Computer science

World Wide Web

Valence (chemistry)

Quality (philosophy)

Product (mathematics)

User-generated content

Internet privacy

Information Systems Research

With the growth and prevalence of social media platforms, many companies have been using them to engage with customers and encourage user-generated content about their products and services. In this paper, we analyze user-generated posts from the Facebook business pages of multiple companies across several industries to understand what users post on Facebook business pages and how post valence and content characteristics affect engagement, measured as the number of likes and comments received by a post. Our analysis demonstrates that negative posts are significantly more prevalent than positive posts, and negative posts also tend to attract more likes and more comments than positive posts. Importantly, engagement depends not only on the valence of a post but also on the specific post content. We observe three types of customer complaints respectively related to product and service quality, money issues, and corporate social responsibility issues. We show that social complaints receive more likes, but fewer comments, than quality or money complaints. Our findings reveal the practical challenges of managing Facebook business pages as a new channel of interacting with customers, and they highlight the need to explore effective response strategies to manage customer complaints and other service requests on social media.

Understanding User-Generated Content and Customer Engagement on Facebook Business Pages