Let’s talk ‘tent, shall we?

A study from Temple University researchers found content marketing posts led to a 5 percent sales hike, but came at a cost: the posts also increased the likelihood of unfollows by more than 300 percent.

“Tempting Fate: Social Media Posts by Firms, Customer Purchases, and the Loss of Followers” is a study led by Ph.D. student Shuting Wang alongside Paul Pavlou, a senior associate dean at the Fox School of Business, and University of Minnesota professor Brad Greenwood.

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