Measuring Consumers’ Emotional Engagement via Firm and User Generated Content on Social Media Público

Abstract

Brands have begun to embrace social media and develop branded social media pages to disseminate content and engage with consumers. Using the content of social media posts, this research explores the influence of emotionality of user-generated content (UGC) and firm- generated content (FGC) on marketing outcomes.

The first essay explores user-generated textual content surrounding brand crisis events to understand how the event affects consumers’ perceptions of the brand. Consumers’ language before and after distinct events is assessed to evaluate the effect of the event on the emotionality of their posts. The extent to which consumers have interacted with the brand’s Facebook page prior to the event and the strength of the brand are incorporated into the analysis. Results show that brands experience a significant increase in negative emotional content after brand crises, but that brand familiarity and strength mitigate this shift. Comments from consumers who have engaged with the brand prior to the event include less negative language than comments from consumers posting on the brand’s page for the first time after the event.

The second essay extends beyond the emotionality of textual content to consider the emotionality of visual content. I investigate the individual and combined effects of the emotionality of both text and visual components of firm-generated content (FGC) on consumer engagement within branded Facebook posts. Results show that the extent to which the two elements are (in)congruent can influence the number of consumer comments to firm-generated content and their emotional valence. Results indicate that a moderate mismatch between the emotional valence of the text and visual content can increase engagement for FGC. Conversely, results show that a complete mismatch between the emotional valence of text and visual elements decreases consumer engagement. Notably, brand personality mitigates this effect.

Finally, the third essay examines the effect of emotionality of social WOM on marketing outcomes external to the social WOM domain – television consumption. Using narrative transportation as a conceptual framework, social TV activity is segmented along two dimensions: emotional valence (positive and negative) and content focus (fiction and nonfiction). I find evidence that heterogeneity among the types of social TV activity influences television consumption differently.

Table of Contents

Introduction............................................................................................... 1

Chapter 1: Emotionality in User Generated Content

Introduction...................................................................................... 5

Related Literature ............................................................................... 8

Methodology.................................................................................... 15

Data .............................................................................................. 18

Model ........................................................................................... 23

Results ............................................................................................ 25

Discussion ....................................................................................... 29

Chapter 2: Emotionality in Firm Generated Content

Introduction ..................................................................................... 34

Related Literature .............................................................................. 37

Data and Measures ............................................................................ 46

Empirical Analysis and Results .............................................................. 58

Discussion ....................................................................................... 70

Chapter 3: Influence of Emotionality on Television Consumption

Introduction ..................................................................................... 74

Related Literature .............................................................................. 79

Data ............................................................................................... 87

Model Development ........................................................................... 93

Results ............................................................................................ 98

Discussion ...................................................................................... 104

References ............................................................................................... 110

Footnotes ................................................................................................. 130

About this Dissertation

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School	Laney Graduate School
Department	Business
Subfield / Discipline	Marketing
Degree	Ph.D.
Submission	Dissertation
Language	English
Research Field	Business Administration, Marketing
Palavra-chave	Consumer Engagement Online Word of Mouth (WOM) Social Media
Committee Chair / Thesis Advisor	David Schweidel, Emory University
Committee Members	Michelle Andrews, Emory University Ryan Hamilton, Emory University Panagiotis Adamopoulos, Emory University

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