4 findings
Engagement › Content
Average star rating drives e-commerce sales more than review volume does, especially for products that are hard to try beforehand or consumed privately; independent review sites carry more sales weight than retailer-hosted reviews, and negative ratings hurt sales more than positive ones help.
Engagement › Content
Creative advertising, original and appropriate at once, boosts attitude toward the ad and brand and purchase intent, but doesn't reliably improve brand recall or recognition; the effect is stronger for high-involvement purchases, and judging creativity by originality alone understates its true impact.
Engagement › Content
Owned social media posts move sales more than they move engagement, and the content that wins differs by goal: emotional posts drive engagement while functional, informational posts drive sales; new products see a far bigger sales lift than mature ones.
Engagement › Content
An influencer's social identity with followers drives attitude and engagement better than raw follower count does, while a post's entertainment and information value drives purchase intent most; sponsorship disclosure has essentially no effect on any of these outcomes.
Cross the framework