Brands engineering Social Media Content

Brands Engineering Social Media Content

Wharton's Kartik Hosanagar discusses his research on brand content and consumer engagement on social media.

In the world of social media advertising, the biggest win for firms is when consumers are delighted by the content they see, want to engage with it and eventually buy something. Kartik Hosanagar, Wharton professor of operations, information and decisions, has co-authored research that takes a closer look at brand posts on Facebook to determine the type and mix of content advertisers should aim for to get results. The paper, “Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook,” which was co-authored with Dokyun Lee of Carnegie Mellon University and Stanford University’s Harikesh Nair, is forthcoming in the journal Management Science. Hosanagar recently joined Knowledge@Wharton to discuss his findings. ... 

An edited transcript of the conversation follows .... "