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Authors
Advisor(s)
Abstract(s)
Driving consumer engagement in Facebook brand pages has been a key concern amongbrand managers. This research aims to demonstrate whereas comments on posts can have positive or negative impact on consumer engagement
Description
Keywords
Consumer engagement Facebook Comments
Citation
MACHADO, Ana Teresa - Consumer engagement on facebook brand page: the multiplier effect of comments. In: Congresso IBERCOM, XV,Lisboa, (Universidade Católica Portuguesa), 2017 (16 a 18 novembro)
Publisher
ASSIBERCOM - Associação Ibero-Americana de Pesquisadores da Comunicação