New research from QUT challenges a common assumption in social media marketing: for fast-food brands, social media posts that signal expertise and competence are shared more often than those focused on warmth and friendliness.
QUT study of 1000s of Facebook posts found cool colours and competence-sounding language promote sharing of fast-food ads, not warm and friendly text
Content sharing is the most prized type of engagement on social media because it suggests the ad has been evaluated before sharing
Warm colours and emotional captions have a negative effect on sharing.
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