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.


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.


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


NA - Advances in Consumer Research Volume 47 | 2019

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