User comments on Facebook as a form of interactive engagement

Abstract

The purpose of this article is to examine the quality of user comments on the Facebook posts of the Greek Public Broadcasting Corporation (ERT) with a view to acquiring an in-depth understanding of the way the users express themselves publicly. Moreover, the article has looked into which characteristics of the posts prompt the users to comment and whether post time is related to user comments. In all, 2547 user comments recorded on ERT digital platform have been analysed, the majority of which feature negative content. The posts that include a photo have a positive influence on users and result in increased interaction, while the relation between comments and post type is also ascertained.