Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

Brand to consumer emotional contagion on Facebook brand pages

Published: May 24, 2023


Chedia Dhaoui, The University of New South Wales; Cynthia Webster, Macquarie University; Lay Peng Tan, Macquarie University


In this paper we examine emotional contagion for the same emotions and across different emotions from brands to consumers on Facebook brand pages. We investigate 1) which emotions in brand posts produce the most consumer responses in terms of emoticon reactions and emotional comments, 2) the extent to which consumers respond to emotional brand content with the same emotion, and 3) whether emotional engagement occurs across different emotions. We collected 317,357 brand posts, 83,310,772 consumer emoticon reactions and 41,181,665 consumer emotional comments using Facebook application programming interface Graph API. Our results show 1) Sadness in brand posts is highly contagious, 2) brand posts containing specific emotions elicit the same emotional reactions and comments for Love, Happiness, Surprise and Sadness but not for Anger, and 3) emotional contagion across different emotions is complicated, challenging the general premise that positive emotional cues generate favourable outcomes.