Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook

Dokyun Lee
Corresponding Author
Dokyun Lee
[email protected]
http://orcid.org/0000-0002-3186-3349
Tepper School of Business, Carnegie Mellon University, Pittsburgh, Pennsylvania 15213
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,
Kartik Hosanagar
Kartik Hosanagar
[email protected]
The Wharton School, University of Pennsylvania, Philadelphia, Pennsylvania 19104
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,
Harikesh S. Nair
Harikesh S. Nair
[email protected]
Stanford Graduate School of Business, Stanford University, Stanford, California 94305; and JD.com American Technologies Corporation USA, Santa Clara, California 95054
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Dokyun Lee

Corresponding Author

Dokyun Lee

[email protected]

http://orcid.org/0000-0002-3186-3349

Tepper School of Business, Carnegie Mellon University, Pittsburgh, Pennsylvania 15213

Search for more papers by this author

Kartik Hosanagar

[email protected]

The Wharton School, University of Pennsylvania, Philadelphia, Pennsylvania 19104

Search for more papers by this author

Harikesh S. Nair

[email protected]

Stanford Graduate School of Business, Stanford University, Stanford, California 94305; and JD.com American Technologies Corporation USA, Santa Clara, California 95054

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Published Online:18 Jan 2018https://doi.org/10.1287/mnsc.2017.2902

Supplemental Material

mnsc.2017.2902-sm.pdf (971 KB)

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Volume 64, Issue 11

November 2018

Pages 4967-5460

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Received:June 02, 2014
Accepted:July 14, 2017
Published Online:January 18, 2018

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Dokyun Lee, Kartik Hosanagar, Harikesh S. Nair (2018) Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook. Management Science 64(11):5105-5131.

https://doi.org/10.1287/mnsc.2017.2902

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Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook

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Volume 64, Issue 11

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