Towards explaining publishing activity in Facebook

A growing number of users, seeking to influence their friends, are adopting social network sites, like Facebook to increase their social presence. In the relatively few scholarly studies that consider how writing comments on social network sites influences their friends, the focus has been on marketing or promotion. Little is known about the impact of user writing versus reading on social media. In our paper, we address this gap by studying how the writing comments influences the reactive behavior (likes, comments) of their friends. Our research sheds more light on what motivates users on social networks sites to write and publish on their page. Specifically, we study the user-to-user interactions on Facebook. We found that the number of messages the user broadcasts is dependent on the feedback he or she received from friends.