Proposing to your fans: Which brand post characteristics drive consumer engagement activities on social media brand pages?

作者：

Highlights：

• The study identifies differences across different consumer engagement activities and industries.

• Content categories and post characteristics may strategically address different levels of consumer engagement.

• Post interactivity mainly has a positive effect on social interactions.

• Time at the top of brand page increases and weekdays versus weekends has no effect on post interactions.

摘要

•The study identifies differences across different consumer engagement activities and industries.•Content categories and post characteristics may strategically address different levels of consumer engagement.•Post interactivity mainly has a positive effect on social interactions.•Time at the top of brand page increases and weekdays versus weekends has no effect on post interactions.

论文关键词：Brand page,Brand posts,Comment,Engagement,Like,Popularity,Share,Social media,Social networking site

论文评审过程：Received 8 December 2016, Revised 15 September 2017, Accepted 15 September 2017, Available online 21 September 2017, Version of Record 28 September 2017.

论文官网地址：https://doi.org/10.1016/j.elerap.2017.09.005