Lee et al 2018

Question 1

Main Findings from Lee et al. (2017 Focus

Answer 1

The association between different types of social media marketing content with user engagement (defined as likes, comments, shares) with a message
(large-scale study across 782 companies

Question 2

Main Findings from Lee et al. (2017)

Challenge

Answer 2

Selection effects due to ex-post targeting in Facebook

Classification of content attributes (tags)

Question 3

Main Findings from Lee et al. (2017)

Results brand personality content and directly informative content

Answer 3

Brand personality content (humor, emotion etc.)
=> higher levels of engagement with the messages;
Directly informative content (price promotions and deals):
=> lower levels of engagement when included in messages in isolation
=> higher engagement levels when provided in combination with brand personality-related attributes

Question 4

Lowest likes and comments

Answer 4

links

Question 5

status update obtain more ……. than videos but obtain fewer …. than videao

Answer 5

comments likes

Question 6

witch messag ehas the ighest likes and comment

Answer 6

with photo