We operationalize consumer message sharing as the number of retweets or shares o

Question

We operationalize consumer message sharing as the number of retweets or shares on Facebook. Specifically, we calculated the number of shares that an original brand tweet or Facebook post received. Every brand message in our data set had been shared for at least seven days, reflecting the period when most consumer engagement with a social media message happens. We classified the brand-generated messages according to three message intentions: assertive, expressive, or directive. Above is a description of a method utilized by scholars who analyzed Facebook and Twitter. Which of the following could NOT be the results they’ve found? The use of rhetorical styles (alliteration and repetitions) enhance consumer message sharing. The presence of visuals, or so-called image acts, increases the ability to account for message sharing. Consumers share expressive or directive brand messages less frequently than assertive brand messages. The more an image in a social media message directs consumer action, the less the message is shared. None of the above. We operationalize consumer message sharing as the number of retweets or shares on Facebook. Specifically, we calculated the number of shares that an original brand tweet or Facebook post received. Every brand message in our data set had been shared for at least seven days, reflecting the period when most consumer engagement with a social media message happens. We classified the brand-generated messages according to three message intentions: assertive, expressive, or directive. Above is a description of a method utilized by scholars who analyzed Facebook and Twitter. Which of the following could NOT be the results they’ve found?

Explanation / Answer

Consumers share expressive or directive brand messages less frequently than assertive brand messages is not the results they have found. So the correct option is C.

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