{"582569":{"#nid":"582569","#data":{"type":"event","title":"Engaging for Good: Content Drivers of Social Media Engagement for Prosocial Messages","body":[{"value":"\u003Cp class=\u0022p1\u0022\u003E\u003Cspan class=\u0022s1\u0022\u003EScheller College of Business \u0026ndash; Ray C. Anderson Center for Sustainable Business presents\u0026nbsp;\u003C\/span\u003E\u003Cspan style=\u0022line-height: 1.6em;\u0022\u003EOmar Rodriguez-Vila, who will discuss\u0026nbsp;\u0026quot;Engaging for Good: Content Drivers of Social Media Engagement for Prosocial Messages.\u0026quot;\u0026nbsp;\u003C\/span\u003E\u003C\/p\u003E\r\n\r\n\u003Cp class=\u0022p2\u0022\u003E\u003Cspan class=\u0022s1\u0022\u003EEngaging consumers on the prosocial actions by brands is an important part of the sustainability agenda in many companies. However, research to date finds that\u0026nbsp;often times the\u0026nbsp;content strategies used to communicate prosocial actions\u0026nbsp;do not match the success of promotional messages. We use construal-level and attribution theory to propose content strategies that can increase the engagement level of prosocial communication and test our hypotheses using a database of over 1,300 prosocial and promotional\u0026nbsp;messages on Facebook and Twitter across 18 brands.\u003C\/span\u003E\u003C\/p\u003E\r\n","summary":null,"format":"limited_html"}],"field_subtitle":"","field_summary":[{"value":"\u003Cp class=\u0022p1\u0022 style=\u0022line-height: 20.8px;\u0022\u003E\u003Cspan class=\u0022s1\u0022\u003EProf. Omar Rodriguez-Vila will present \u0026quot;Engaging for Good:Content Drivers of Social Media Engagement for\u0026nbsp;Prosocial Messages\u0026quot;.\u003C\/span\u003E\u003C\/p\u003E\r\n","format":"limited_html"}],"field_summary_sentence":[{"value":"Prof. Omar Rodriguez-Vila will present \u0022Engaging for Good:Content Drivers of Social Media Engagement for Prosocial Messages\u0022."}],"uid":"27469","created_gmt":"2016-10-14 14:42:12","changed_gmt":"2017-04-13 21:14:18","author":"Kristen Bailey","boilerplate_text":"","field_publication":"","field_article_url":"","field_event_time":{"event_time_start":"2016-10-27T12:00:00-04:00","event_time_end":"2016-10-27T13:00:00-04:00","event_time_end_last":"2016-10-27T13:00:00-04:00","gmt_time_start":"2016-10-27 16:00:00","gmt_time_end":"2016-10-27 17:00:00","gmt_time_end_last":"2016-10-27 17:00:00","rrule":null,"timezone":"America\/New_York"},"extras":[],"groups":[{"id":"1274","name":"Scheller College of Business"}],"categories":[],"keywords":[{"id":"166890","name":"sustainability"},{"id":"167089","name":"Scheller College of Business"}],"core_research_areas":[],"news_room_topics":[],"event_categories":[{"id":"1795","name":"Seminar\/Lecture\/Colloquium"}],"invited_audience":[{"id":"78761","name":"Faculty\/Staff"},{"id":"78771","name":"Public"},{"id":"78751","name":"Undergraduate students"},{"id":"174045","name":"Graduate students"}],"affiliations":[],"classification":[],"areas_of_expertise":[],"news_and_recent_appearances":[],"phone":[],"contact":[],"email":[],"slides":[],"orientation":[],"userdata":""}}}