Abstract
The purpose of this study is to analyse how various dimensions brand post characteristics, such as vividness, novelty and content type, influence the online engagement on Facebook brand pages managed by small and medium enterprises (SMEs) in India. A sample of 162 brand posts published by 10 brand pages managed by SMEs in India for a selected time period between 1 April and 1 June 2019. Poisson regression models were deployed to analyse the collected data and assess the effect of these brand post characteristics on online engagement. The findings of this study not only contribute to the existing literature but also will help the SMEs to craft their content strategy for social media marketing in Indian context.
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