Social and Behavioral Consequences of Feedback When Participating in Brand Pages

Salvador Ruiz de Maya, University of Murcia, Spain
Mariola Palazon, University of Murcia, Spain
Maria Sicilia, University of Murcia, Spain
This study combines data from Facebook and two experiments to show that (a) the content of consumers’ posts on brand pages in social networks determines the feedback they obtain in the form of likes and comments, and (b) how that feedback impact their perception of social recognition and behavioral intentions.
[ to cite ]:
Salvador Ruiz de Maya, Mariola Palazon, and Maria Sicilia (2016) ,"Social and Behavioral Consequences of Feedback When Participating in Brand Pages", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 756-756.