Contributors

When posting online content, sellers want to hold audience attention and make sure readers engage with and remember their content. It turns out that the strategies required to capture sustained engagement can be different from the those which will garner clicks and initial exposure. Our research examines the factors that contribute to holding an audience’s attention, especially with the use of emotional language and textual simplicity.

Word of mouth has become a pivotal factor in what shapes consumers' thoughts and actions. We break down two modes of communication and find that writing does not have the same effect as speaking. This research offers insight as to how and when to use each form of communication in order to maximize agent success.

The benefits of earned media–or zero-cost advertising through social media sharing–within the real estate industry are invaluable. Contrary to prior studies, our research finds that specific emotional expressions have distinct effects on social sharing, allowing firms to more easily pinpoint what emotions an advertisement should aim to evoke and thus what content is more likely to be shared.

Viral ad campaigns have become a necessity in the digital world. Our research examines the key factors driving valuable virality and shows how the sharing of an ad and brand evaluation of a product are dependent on ad content.

Today, consumers can express their opinions about a product, a property, or almost anything. A few lines written by an anonymous user in a completely different geographic location and time zone can impact success or failure in the marketplace.