What Makes Brands’ Social Content Shareable on Facebook? An Analysis that Demonstrates the Power of Online Trust and Attention
Tania Yuki
Shareablee
MANAGEMENT SLANT
- There are clear psychological drivers that affect sharing of brand content on Facebook: social currency, emotion, usefulness, and content that tells a story.
- These drivers vary by users’ age and gender as well as by brand category.
- These differences should inform the ways in which marketers craft their social content to inspire their audiences to share their content and, thereby, generate word-of-mouth and earned-media recognition.
INTRODUCTION1
Even before social media, people shared information for a...