It makes a difference! Impact of social and personal message appeals on engagement with sponsored posts

Keyphrases

• Ad Content 16%
• Additional Value 16%
• Affective Response 16%
• Behavioral Engagement 50%
• Consumer Engagement 33%
• Content Strategy 16%
• Design Methodology 16%
• Facebook 33%
• Facebook Posts 66%
• Gratifications Theory 33%
• Hierarchical Process 16%
• Interactive Marketing 16%
• Message Appeal 100%
• Message Strategy 16%
• Online Advertising 16%
• Path Model 16%
• Post Content 16%
• PostMessage 33%
• Psychological Engagement 33%
• Social Media 16%
• Social Messages 16%
• Sponsored Posts 100%
• Structural Path 16%

Social Sciences

• Conceptual Framework 16%
• Congruence 50%
• Dichotomy 16%
• Facebook 100%
• Interactive Marketing 16%
• Psychology 33%
• Research Focus 16%