What motivates consumer to engage in microblogs? The roles of brand post characteristics and brand prestige

Microblogs have gained concerns from both academics and practitioners owing to their great potential for communication and diffusion. Brand managers can release posts containing photo, video, and hashtags besides a short text on microblog platforms. This study concentrates on the influence of explicit characteristics in brand post (i.e., photo, video, hashtags, and brand personality traits) on consumer engagement (i.e., number of likes,...