How do text characteristics impact user engagement in social media posts: Modeling content readability, length, and hashtags number in Facebook

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...

Full description

Bibliographic Details
Main Authors: Dimitris C Gkikas, Katerina Tzafilkou, Prokopis K Theodoridis, Aristogiannis Garmpis, Marios C Gkikas
Format: Article
Language:English
Published: Elsevier 2022-04-01
Series:International Journal of Information Management Data Insights
Subjects:
Big data analytics
Facebook analytics
Post characteristics
Social media engagement
Social media marketing
Text mining
Online Access:http://www.sciencedirect.com/science/article/pii/S2667096822000118

Similar Items

Similar Items