Consumer engagement on facebook brand page: the multiplier effect of comments

Machado, Ana Teresa2017-12-192017-12-192017-11MACHADO, 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)http://hdl.handle.net/10400.21/7733Driving 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 engagementengConsumer engagementFacebookCommentsConsumer engagement on facebook brand page: the multiplier effect of commentsconference object