Add to ORKGnone3noIn recent years, firms are increasingly designing their digital communication to be rebroadcast by consumers in order to increase the share of earned media vs. paid media. This paper examines how the design of these campaigns (for instance run via Facebook posts or Tweets) affects rebroadcasting activity, by focusing on the fit between the post and the brand fan page. Our data concern 2080 posts from five Facebook pages and the related rebroadcasting (post sharing) generated by Facebook users. We model the rebroadcasting that each post commanded in each page as a count process. Our results show that, first, rebroadcasting activity varies with the fit between the post and the brand fan page and second, rebroadcasting activity decreas...
Social media outlets constitute excellent vehicles for fostering relationships with customers. One s...
Purpose – This paper aims to uncover the drivers of consumer-brand engagement on Facebook, understoo...
Social media outlets constitute excellent vehicles for fostering relationships with customers. One s...
In recent years, firms are increasingly designing their digital communication to be rebroadcast by c...
Every day, brands post an average of 1.5 posts on Facebook posts to their fans, in the hope that peo...
Firms are increasingly designing digital communication to stimulate consumers’ engagement with their...
Social media is achieving an increasing importance as a channel for gathering information about prod...
Social media has turned into a showcasing instrument through the synergy of conventional advertising...
Informed by the related theories of agenda-setting and framing, the purpose of this paper is to iden...
The development and increased use of social media by the consumers has brought new challenges for br...
Social media is considered as a first-rate open communication platform to connect directly with cus...
On Facebook brands create pages to facilitate interaction with their (potential) customers, or fans....
On Facebook brands create pages to facilitate interaction with their (potential) customers, or fans....
© 2019, © 2019 American Academy of Advertising. Organic reach, the number of people shown a brand Fa...
The social media giant Facebook has changed its news feed order, also known as algorithm, many time...
Social media outlets constitute excellent vehicles for fostering relationships with customers. One s...
Purpose – This paper aims to uncover the drivers of consumer-brand engagement on Facebook, understoo...
Social media outlets constitute excellent vehicles for fostering relationships with customers. One s...
In recent years, firms are increasingly designing their digital communication to be rebroadcast by c...
Every day, brands post an average of 1.5 posts on Facebook posts to their fans, in the hope that peo...
Firms are increasingly designing digital communication to stimulate consumers’ engagement with their...
Social media is achieving an increasing importance as a channel for gathering information about prod...
Social media has turned into a showcasing instrument through the synergy of conventional advertising...
Informed by the related theories of agenda-setting and framing, the purpose of this paper is to iden...
The development and increased use of social media by the consumers has brought new challenges for br...
Social media is considered as a first-rate open communication platform to connect directly with cus...
On Facebook brands create pages to facilitate interaction with their (potential) customers, or fans....
On Facebook brands create pages to facilitate interaction with their (potential) customers, or fans....
© 2019, © 2019 American Academy of Advertising. Organic reach, the number of people shown a brand Fa...
The social media giant Facebook has changed its news feed order, also known as algorithm, many time...
Social media outlets constitute excellent vehicles for fostering relationships with customers. One s...
Purpose – This paper aims to uncover the drivers of consumer-brand engagement on Facebook, understoo...
Social media outlets constitute excellent vehicles for fostering relationships with customers. One s...