The Role of Social Media Content Format and Platform in Users’ Engagement Behavior

An interesting study on users/ fans engagement behavior were analyzed, with Facebook and Instagram being the field of study, or the source of data. The results are very insightful especially for firms who use those platforms to reach their customers, the study offers ways to enhance virality. It is worth mentioning that negative comments were more prevalent than positive ones, suggesting that online businesses should pay careful attention to the word of mouth as its potential to damage is higher than ever before.