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That is why the need for accurate strategies for anticipating the impact of a post written for an online audience is critical to any public brand. Therefore, in this paper, we propose a method to predict the impact of a given post by accounting for the content, style, and behavioral attributes as well as metadata information. For validating our method we collected Facebook posts from 10 public pages, we performed experiments with almost 14000 posts and found that the content and the behavioral attributes from posts provide relevant information to our prediction model.<\/jats:p>","DOI":"10.3233\/jifs-179897","type":"journal-article","created":{"date-parts":[[2020,6,12]],"date-time":"2020-06-12T12:41:01Z","timestamp":1591965661000},"page":"2365-2377","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":1,"title":["Predicting consumers engagement on Facebook based on\n                    <i>what<\/i>\n                    and\n                    <i>how<\/i>\n                    companies write"],"prefix":"10.1177","volume":"39","author":[{"given":"\u00c9rika S.","family":"Rosas-Quezada","sequence":"first","affiliation":[{"name":"Language and Reasoning Research Group, Information Technologies Department, Universidad Aut\u00f3noma Metropolitana, Cuajimalpa, Mexico"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Gabriela","family":"Ram\u00edrez-de-la-Rosa","sequence":"additional","affiliation":[{"name":"Language and Reasoning Research Group, Information Technologies Department, Universidad Aut\u00f3noma Metropolitana, Cuajimalpa, Mexico"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Esa\u00fa","family":"Villatoro-Tello","sequence":"additional","affiliation":[{"name":"Language and Reasoning Research Group, Information Technologies Department, Universidad Aut\u00f3noma Metropolitana, Cuajimalpa, Mexico"},{"name":"Idiap Research Institute, Rue Marconi 19, Martigny, Switzerland"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2020,6,12]]},"reference":[{"key":"e_1_3_2_2_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.tele.2017.05.008"},{"key":"e_1_3_2_3_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.iedeen.2017.06.002"},{"key":"e_1_3_2_4_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.giq.2014.11.001"},{"key":"e_1_3_2_5_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2016.06.022"},{"key":"e_1_3_2_6_2","unstructured":"Simply Measured Inc. 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