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The effect of emotional positivity of brand-generated social media messages on consumer attention and information sharing

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posted on 2022-02-07, 12:00 authored by João S. Oliveira, Kemefasu IfieKemefasu Ifie, Martin SykoraMartin Sykora, Eleni Tsougkou, Vitor CastroVitor Castro, Suzanne ElayanSuzanne Elayan
The literature has overlooked whether emotional positivity in social media messages posted by brands has the same effect on different types of consumer engagement behaviors on social media. Furthermore, whether brands’ emotional positivity plays a role in shaping the impact of message emotionality is unclear. To address these gaps, the authors develop and test a model of the impact of emotional positivity of social media messages posted by brands on consumers’ personal engagement and interactive engagement behaviors. The authors also examine whether and how brand emotional positivity interacts with message emotional positivity in triggering these responses. Based on a sample of 62,255 Twitter messages posted by brands the authors find that, in general, emotional positivity has an opposite effect in terms of stimulating personal engagement (likes) versus interactive engagement (retweets). Brand emotional positivity negatively moderates the link between message positivity and both types of user responses.

History

School

  • Business and Economics

Department

  • Business
  • Economics

Published in

Journal of Business Research

Volume

140

Pages

49 - 61

Publisher

Elsevier

Version

  • AM (Accepted Manuscript)

Rights holder

© Elsevier

Publisher statement

This paper was accepted for publication in the journal Journal of Business Research and the definitive published version is available at https://doi.org/10.1016/j.jbusres.2021.11.063.

Acceptance date

2021-11-21

Publication date

2021-12-08

Copyright date

2021

ISSN

0148-2963

eISSN

1873-7978

Language

  • en

Depositor

Dr Kemefasu Ifie. Deposit date: 6 February 2022

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