Ricerc@Sapienza

Facebook is regularly used by businesses to present themselves to users and communicate with them. The literature has already highlighted how most users act passivily by simply reading and viewing a company's official homepage. Few followers adopt a more active role, such as commenting and interacting with each other and with the company, and fewer still are reactive and proactive, becoming co-creators of content. The present study examines both the type of content entered by businesses to stimulate user engagement, and how participation and activism is stimulated, through the creation of appropriate indexes. The results obtained partly confirm the general and already well-known tendencies, but they also uncover previously overlooked aspects of conversation and content setting, so constituting an interesting starting point for scholars and practitioners in the identification of the most effective content type to encourage user engagement.