The effects of content characteristics on consumer engagement with branded social media content on Facebook

This paper addresses the issue of social media content marketing – designing brand content that is shared with consumers via social media - in relation to Facebook and in the context of consumer engagement.

Overview

Social media content marketing—designing brand content that is disseminated to consumers through social media—requires complex decision making, yet marketers lack a systematic understanding of how to design and disseminate content to maxi

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