The Impact of Emotions on Consumer Engagement and Word-of-Mouth on Social Networking Sites: A Case Study of the Facebook Brand Pages

DOI: 10.5176/2301-3729_JMComm12.96

Authors: Jason Jusheng Yu

Abstract:This study examined the relationship between consumers’ emotional responses to brand posts on Facebook and the behavioral consequences including engagement and WOM. Consistent with the conceptualization and measurement of emotions , engagement, and WOM in previous research, two dimensions, pleasure and arousal, were used to conceptualize emotions, engagement was measured by the number of “Likes”, and WOM was measured by the number of “Comments” and the number of “Shares”. The results show significant correlations between pleasure and engagement/Shares and between arousal and engagement. The research findings have both theoretical and managerial implications.

Keywords:Social Networking Sites; Emotions; Pleasure; Arousal; Consumer engagement; Word-of-mouth