Engaging Your Audience on Social Media: an Application to Politics

Organizations are increasingly turning to social media to reach consumers. Examining approximately 30,000 posts from all U.S. senators over a three-month period, we find that the use of emotional language and the partisanship of the senators’ home states affect consumers’ decisions to share the posts and follow the senators’ accounts.



Citation:

David Schweidel and Beth L. Fossen (2019) ,"Engaging Your Audience on Social Media: an Application to Politics", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 19-23.

Authors

David Schweidel, Emory University, USA
Beth L. Fossen, Indiana University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

Robo-Advising: Algorithm Appreciation

Jennifer Logg, Harvard Business School, USA
Julia Minson, Harvard Business School, USA
Don Moore, University of California Berkeley, USA

Read More

Featured

L1. The Effects of Cultural Syndromes on Customers’ Responses to Service Failures: A Perspective-Flexibility-Based Mechanism

Vincent Chi Wong, Lingnan University
Robert Wyer Jr., University of Cincinnati, USA

Read More

Featured

Brought To You Live”: On The Consumption Experience of Live Social Media Streams

Nofar Duani, New York University, USA
Alixandra Barasch, New York University, USA
Adrian Ward, University of Texas at Austin, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.