The more the merrier? : Examining the relationship between emotional expressions and user engagement on Swedish nonprofits’ Facebook pages, 2014-2019
Organizations interact with their stakeholders to a large degree through social media such as Facebook, Instagram, Twitter and YouTube ( Bellucci & Manetti, 2017). There are indications that there is an increase in the use of emotional language in organizations’ external communication in social media over time, since this is thought to generate more stakeholder engagement (Weinryb et al, 2021)
