Engaging for Good: Content Drivers of Social Media Engagement for Prosocial Messages

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Event Details
  • Date/Time:
    • Thursday October 27, 2016 - Friday October 28, 2016
      11:00 am - 11:59 am
  • Location: Room 212, Scheller College of Business
  • Phone:
  • URL:
  • Email:
  • Fee(s):
    Free
  • Extras:
Contact
No contact information submitted.
Summaries

Summary Sentence: Prof. Omar Rodriguez-Vila will present "Engaging for Good:Content Drivers of Social Media Engagement for Prosocial Messages".

Full Summary:

Prof. Omar Rodriguez-Vila will present "Engaging for Good:Content Drivers of Social Media Engagement for Prosocial Messages".

Scheller College of Business – Ray C. Anderson Center for Sustainable Business presents Omar Rodriguez-Vila, who will discuss "Engaging for Good: Content Drivers of Social Media Engagement for Prosocial Messages." 

Engaging consumers on the prosocial actions by brands is an important part of the sustainability agenda in many companies. However, research to date finds that often times the content strategies used to communicate prosocial actions do not match the success of promotional messages. We use construal-level and attribution theory to propose content strategies that can increase the engagement level of prosocial communication and test our hypotheses using a database of over 1,300 prosocial and promotional messages on Facebook and Twitter across 18 brands.

Additional Information

In Campus Calendar
Yes
Groups

Scheller College of Business

Invited Audience
Faculty/Staff, Public, Undergraduate students, Graduate students
Categories
Seminar/Lecture/Colloquium
Keywords
sustainability, Scheller College of Business
Status
  • Created By: Kristen Bailey
  • Workflow Status: Published
  • Created On: Oct 14, 2016 - 10:42am
  • Last Updated: Apr 13, 2017 - 5:14pm