How do text characteristics impact user engagement in social media posts: Modeling content readability, length, and hashtags number in Facebook
This study examines whether text characteristics in branded Facebook image posts associate with consumer engagement and brand awareness. The examined text characteristics include i) readability indices, ii) text length, and iii) number of hashtags. A dataset of 135 image posts with description texts...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2022-04-01
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| Series: | International Journal of Information Management Data Insights |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2667096822000118 |