Advertising content and consumer engagement on social media: Evidence from Facebook

Advertising content and consumer engagement on social media: Evidence from Facebook

We describe the e ect of social media advertising content on customer engagement using data from Facebook. We content-code 106,316 Facebook messages across 782 companies, using a combination of Amazon Mechanical Turk and natural language processing algorithms. We use this data set to study the assoc...

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Bibliographic Details
Main Authors: Hosanagar, K. (Author), Lee, D. (Author), Nair, H.S (Author)
Format: Article
Language:English
Published: INFORMS Inst.for Operations Res.and the Management Sciences 2018
Subjects:
Advertising content
Commerce
Consumer engagement
Content engineering
Digital storage
EdgeRank
Facebook
Learning algorithms
Learning systems
Machine learning
Marketing
Marketing communication
Marketing communications
Natural language processing
Natural language processing systems
News Feed algorithm
News feeds
Selection
Social media
Social networking (online)
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