The effect of emotional positivity of brand-generated social media messages on consumer attention and information sharing

• Published in: Journal of business research Vol. 140; pp. 49 - 61
• Main Authors: Oliveira, João S., Ifie, Kemefasu, Sykora, Martin, Tsougkou, Eleni, Castro, Vitor, Elayan, Suzanne
• Format: Journal Article
• Language: English
• Published: Elsevier Inc 01.02.2022
• Subjects: Brand emotions; Brands; Communication effectiveness; Message positivity; Social media; Twitter; Brands; Communication effectiveness; Twitter; Brand emotions; Message positivity; Social media

•Brand social media message positivity impacts likes and retweets differently.•Brand emotional positivity negatively moderates those impacts.•Managers should use emotional language and cues parsimoniously. The literature has overlooked whether emotional positivity in social media messages posted by...