Maynooth University School of Business

How do marketers know what to post on social media? Can they do something or say something in their brand posts to get more likes and shares? A new paper by Dr. Gillian Moran from Maynooth University’s School of Business, co-authored with Dr Laurent Muzellec (Trinity College Dublin) and Dr Devon Johnson (Montclair University, USA), investigates brand post engagement on Facebook. This study asks whether brand posts attract more engagement when they are interactive, i.e. posts that ask consumers to do something, and/or when they are presented in different media formats i.e. photo, video etc. You can check out their findings here.