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

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 i...

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Bibliographic Details
Main Authors: João S. Oliveira, Kemefasu Ifie, Martin Sykora, Eleni Tsougkou, Vitor Castro, Suzanne Elayan
Format: Default Article
Published: 2021
Subjects:
Brands
Social media
Message positivity
Brand emotions
Twitter
Communication effectiveness
Online Access:https://hdl.handle.net/2134/19127939.v1
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https://hdl.handle.net/2134/19127939.v1

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