Online Brand Content Sharing on Social Networks – an Experiment Assessing the Role of Emotions on News and Advertising Online Sharing
Online brand content can spread quickly nowadays. This paper aims to evaluate online content sharing, assessing the role of emotions. An experiment was performed, comparing advertisements versus news sharing propensities. Among findings, content will be shared, if considered as useful, but negative content was perceived as more useful and exciting.
Wilian R. Feitosa and Delane Botelho (2017) ,"Online Brand Content Sharing on Social Networks – an Experiment Assessing the Role of Emotions on News and Advertising Online Sharing ", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 155-158.
Wilian R. Feitosa, IFSP, Brazil
Delane Botelho, Fundação Getulio Vargas, Brazil
LA - Latin American Advances in Consumer Research Volume 4 | 2017
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