The outcome of online social interactions on Facebook pages

Purpose The purpose of this paper is to investigate the impact of different ways of message framing on users’ engagement behavior regarding the brand posts on Facebook and to determine whether users’ thumbs-up and reply moderate this impact. Design/methodology/approach A panel data analysis was conducted on a panel with 11,894 observations on 850 unique brand posts from the Facebook pages of the world’s most valuable brands over a seven days...