Understanding User-Generated Content and Customer Engagement on Facebook Business Pages

Information Systems Research, Forthcoming

Kelley School of Business Research Paper No. 18-82

59 Pages Posted: 27 Oct 2018

See all articles by Mochen Yang

Mochen Yang

Indiana University - Kelley School of Business

Yuqing Ching Ren

Carlson School of Management

Gediminas Adomavicius

University of Minnesota - Twin Cities - Carlson School of Management

Date Written: October 3, 2018

Abstract

With the growth and prevalence of social media platforms, many companies have been using them to engage with customers and encourage user-generated content about their products and services. However, there has not been much research on the characteristics of user-generated content on these platforms and, correspondingly, their impact on customer engagement. In this paper, we analyze user-generated posts from Facebook business pages of multiple companies to understand what users post on Facebook business pages and how post valence and content characteristics affect engagement, measured as the number of likes and comments received by a post. We control for a variety of factors, including post linguistic features, poster characteristics, and post context heterogeneity. Our analysis demonstrates that, for user-generated posts on Facebook business pages, negative posts are significantly more prevalent than positive posts, which contrasts with the “J-shaped” valence distribution of online consumer reviews. We also show that engagement depends not only on the valence of a post but also on the specific ways in which a post is positive or negative. We observe three types of customer complaints respectively related to product and service quality, money issues, and social and environmental issues. Our analyses show that social complaints receive more likes, but fewer comments, than quality or money complaints. Such nuances can only be uncovered by analyzing the actual post content, going beyond the valence of the posts. Furthermore, we theoretically discuss and empirically demonstrate that liking and commenting are engagement behaviors with different antecedents. For example, positive posts tend to attract more likes yet fewer comments than neutral posts. Overall, our research shows that user-generated posts on Facebook business pages represent a distinctive form of user-generated content, which is conceptually different from online consumer reviews. Our work advances the knowledge on user-generated content and has practical implications for firms’ social media marketing strategy.

Keywords: social media, user-generated content, word-of-mouth, customer engagement, Facebook

Suggested Citation

Yang, Mochen and Ren, Yuqing Ching and Adomavicius, Gediminas, Understanding User-Generated Content and Customer Engagement on Facebook Business Pages (October 3, 2018). Information Systems Research, Forthcoming; Kelley School of Business Research Paper No. 18-82. Available at SSRN: https://ssrn.com/abstract=3260294

Mochen Yang (Contact Author)

Indiana University - Kelley School of Business ( email )

1309 East Tenth Street
Indianapolis, IN 47405-1701
United States

Yuqing Ching Ren

Carlson School of Management ( email )

420 Delaware St. SE
Minneapolis, MN 55455
United States
612-625-5242 (Phone)

HOME PAGE: http://www.csom.umn.edu/Page2075.aspx?type=staff&eid=38674251

Gediminas Adomavicius

University of Minnesota - Twin Cities - Carlson School of Management ( email )

19th Avenue South
Minneapolis, MN 55455
United States

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