BRAND COMMUNICATION ON SOCIAL MEDIA: ENGAGEMENT PREDICTORS
Brand Communication on Social Media: Engagement Predictors project belongs to Research Line 2 — Communication, Strategies and Creativity.
Synopsis: Project with the goal of validating the predictors of fan involvement with the Facebook pages of their favorite brands, through a methodological triangulation using qualitative and quantitative methods.
Fund: Polytechnic of Lisbon (IPL)
Coordinator: Prof. PHD Ana Teresa Machado (amachado@escs.ipl.pt)
Project Status: Concluded
Results:
• Communications:
Antunes, A.C., Miranda, S., Machado, A. T. (2018, Outubro). Examining Brand Post Characteristics that drive Facebook Consumer Engagement. 25th IAMB Conference. Lisboa, Portugal: International Academy of Management and Business, IAMB. Instituto Superior de Economia e Gestão, Universidade de Lisboa. Disponível em www.iamb.org/Proceedings/2018/lisbon/MS/35%20Antunes%20MS.pdf.
Machado, A. T., Antunes, A., Miranda, S. (2018, Junho). Consumer Engagement: the Amplifying Effect of Comments. ECSM 2018 : 5th European Conference on Social Media. Limerick, Irlanda: ECSM. Limerick Institute of Technology.
Miranda, S., Antunes, A., Machado, A. T. (2018, Junho). Poster: The Power of Rewards & Humor in eWOM. ECSM 2018 : 5th European Conference on Social Media. Limerick, Irlanda: ECSM. Limerick Institute of Technology.