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. 2024 Oct 24;10(21):e39808.
doi: 10.1016/j.heliyon.2024.e39808. eCollection 2024 Nov 15.

Exploring emotional dynamics: Word count effects in Facebook posts by sports shoe brands

Md Shamim Hossain  1 , Md Asaduzzaman Babu  1 , Kazi Md Yusuf  1
Affiliations

Exploring emotional dynamics: Word count effects in Facebook posts by sports shoe brands

Md Shamim Hossain et al. Heliyon. .

Abstract

This study examines the impact of word count in Facebook posts on user engagement and emotional responses, focusing on sports shoe brands. It addresses a research gap concerning the effects of post length on various emotional aspects and engagement metrics within social media marketing. Data were collected from January 1, 2024, to January 30, 2024, covering posts from January 2013 to December 2023 on official Facebook pages of several sports shoe brands. After cleaning an initial 723 posts, 636 were analyzed using statistical methods and Python libraries. Eight emotional aspects-fear, anger, sadness, trust, anticipation, joy, disgust, and surprise-were examined in relation to post length. Mean reaction values and emotional aspects were compared before and during the COVID-19 period. A structured equation model (SEM) in AMOS assessed these relationships. The analysis revealed that longer posts positively influenced trust (β = 0.208, ρ < 0.001), anticipation (β = 0.095, ρ < 0.05), joy (β = 0.259, ρ < 0.001), and surprise (β = 0.072, ρ < 0.05), but did not significantly affect fear (β = 0.065, ρ = 0.089), sadness (β = 0.054, ρ = 0.155), or disgust (β = 0.072, ρ = 0.116). During COVID-19, increased trust and anticipation were noted, while sadness and anger decreased. This study highlights that longer Facebook posts can enhance engagement through increased trust, anticipation, joy, and surprise, offering valuable insights for optimizing social media content strategies.

Keywords: COVID-19; Emotional dynamics; Facebook posts; Machine learning; Sports shoe brands.

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Conflict of interest statement

The authors declare that they have no known competing financial interests or personal relationships that could have appeared to influence the work reported in this paper.

Figures

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Fig. 1
Emoji reactions on Facebook.
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