Funded Phd Research

Dokyun Lee

“Friending Consumers”: The Effect of Advertising Content on Consumer Engagement in Social Media and Online Retail

Operations and Information Management Department; Faculty Adviser: Kartik Hosanagar

The insights from this research will be valuable for marketers’ social media strategies. Questions that the project addresses include: What kinds of Facebook postings by brands engage consumers the most—information about products and pricing, persuasive messages, or other kinds? What type of content increases brand loyalty? Do messages explicitly soliciting likes and comments draw more engagement or turn users away? What are differences across industries?


Lee, Dokyun, Kartik Hosanagar and Harikesh Nair (2018), “Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook,” Management Science, published in Articles in Advance, January 2018, pp. 1-27.