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A system of equations was estimated using ordinary least squares, Hausman\u2013Taylor IV and seemingly unrelated regressions to test study\u2019s hypotheses.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>The empirical findings confirm that more positively and negatively framed comments result in increased users\u2019 engagement. Also, an increase in thumbs-up ratio for neutrally and negatively framed comments results in less engagement. The reply ratio might also have a positive and negative moderation effect on the influence of neutrally and positively framed comments on engagement behavior, respectively.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title>\n<jats:p>This study provides an in-depth understanding of online social interactions on Facebook pages for firms\u2019 managers and marketers. Online social interactions might be either harmful or fruitful for firms depending on the type of interaction and engagement behavior. Findings can help managers and marketer to improve their strategies for leveraging Facebook for electronic marketing.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>This is likely to be the first study that examines the moderating effect of users\u2019 thumbs-up and reply on the relationship between message framing and users\u2019 engagement behavior. By providing robust findings by addressing issues like omitted variables and endogeneity, the findings of this study are promising for developing new hypotheses and theoretical models in the context of online social interactions.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/intr-04-2017-0161","type":"journal-article","created":{"date-parts":[[2018,12,11]],"date-time":"2018-12-11T09:10:16Z","timestamp":1544519416000},"page":"2-23","source":"Crossref","is-referenced-by-count":71,"title":["The outcome of online social interactions on Facebook pages"],"prefix":"10.1108","volume":"29","author":[{"given":"Hamid","family":"Khobzi","sequence":"first","affiliation":[]},{"given":"Raymond Y.K.","family":"Lau","sequence":"additional","affiliation":[]},{"given":"Terence C.H.","family":"Cheung","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"issue":"2","key":"key2020100208005634400_ref001","doi-asserted-by":"crossref","first-page":"166","DOI":"10.1080\/10696679.2016.1131057","article-title":"The collateral damage of C2C communications on social networking sites: the moderating role of firm responsiveness and perceived fairness","volume":"24","year":"2016","journal-title":"Journal of Marketing Theory and Practice"},{"issue":"4","key":"key2020100208005634400_ref002","doi-asserted-by":"crossref","first-page":"7","DOI":"10.2753\/JEC1086-4415150401","article-title":"The signaling role of IT features in influencing trust and participation in online communities","volume":"15","year":"2011","journal-title":"International Journal of Electronic Commerce"},{"issue":"3","key":"key2020100208005634400_ref003","doi-asserted-by":"crossref","first-page":"567","DOI":"10.1086\/671345","article-title":"Communication channels and word of mouth: how the medium shapes the message","volume":"40","year":"2013","journal-title":"Journal of Consumer Research"},{"issue":"5","key":"key2020100208005634400_ref004","doi-asserted-by":"crossref","first-page":"815","DOI":"10.1287\/mksc.1090.0557","article-title":"Positive effects of negative publicity: when negative reviews increase sales","volume":"29","year":"2010","journal-title":"Marketing Science"},{"key":"key2020100208005634400_ref005","unstructured":"Bromwich, J.E. and Haag, M. 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