Many customers post on Facebook about brands.

This has referral value, and is regarded as a form of

online word-of-mouth (WOM).

There are generators of WOM and users of WOM. Generators of WOM creates such posts. Users of
WOM engages with WOM in the form of Facebook Likes and Comments.

In this assignment, you are analyzing what drives the user engagement with WOM. Two variables you
will be examining will be ‘Acquaintance’ and ‘Experience’ of the sender. You have to perform a multiple
regression to understand the influence of Acquaintance and Experience on User Engagement with FB
posts. Use both ‘Acquaintance’ and ‘Experience’ as the independent variables.