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

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.