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There is now a CONTENT FREEZE for Mercury while we switch to a new platform. It began on Friday, March 10 at 6pm and will end on Wednesday, March 15 at noon. No new content can be created during this time, but all material in the system as of the beginning of the freeze will be migrated to the new platform, including users and groups. Functionally the new site is identical to the old one. webteam@gatech.edu
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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.