The good old days: An examination of nostalgia in Facebook posts ?
We identified newer topics of nostalgic longing on Facebook which are more pensive and reflective, indicating deeper levels of cognitive processing than general Facebook posts, which are more in the moment. Nostalgic reverie on Facebook contains both cognitive reflection and affective reactions. Emotions expressed in Facebook conversations tend toward the positive and often contain mixed emotions, - documenting the bittersweet nature of nostalgia. Nostalgic Facebook posts frequently discuss the past, but also frequently discuss the present. Users frequently compare the past to the present and utilize the past to reflect on the present circumstances of their lives, the nation and society. These findings have managerial implications as well. Companies can segment Facebook users based on their posts and then target these consumers using nostalgia-based behavioral advertising campaigns.
nostalgia facebook affect emotions social media sentiment analysis memories