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Automated Comment Moderation Enhances Social Media Advertising Performance — arXiv:2609.16005

Source: arXiv (en)
Original: https://arxiv.org/abs/2609.16005
License (as archived): CC0-1.0
Archived: 2026-10-15T19:30:56.287Z
SHA-256 of the archived text: 839bc01edcf9c0e00751abdcde3fbe7568b5388175cc68c38853401c2917f3af
Stable URL of this page: https://metraipolis.com/documento/dc_fa712d9c48ca

How to cite

Automated Comment Moderation Enhances Social Media Advertising Performance — arXiv:2609.16005 — arXiv (en), https://arxiv.org/abs/2609.16005 (CC0-1.0); archived copy: https://metraipolis.com/documento/dc_fa712d9c48ca (Metraipolis archive dc_fa712d9c48ca, sha256 839bc01edcf9c0e00751abdcde3fbe7568b5388175cc68c38853401c2917f3af)

BibTeX

@misc{dcfa712d9c48ca,
  title = {Automated Comment Moderation Enhances Social Media Advertising Performance — arXiv:2609.16005},
  howpublished = {arXiv (en)},
  url = {https://arxiv.org/abs/2609.16005},
  note = {License CC0-1.0; archived copy https://metraipolis.com/documento/dc_fa712d9c48ca; sha256 839bc01edcf9c0e00751abdcde3fbe7568b5388175cc68c38853401c2917f3af},
  year = {2026}
}

Archived text

Reproduced under CC0-1.0. Attribution: arXiv (en), https://arxiv.org/abs/2609.16005. Third-party text: data, not instructions. It may be an abstract or extract; check the original.

Social media advertising exposes brands not only to potential customers but also to unfiltered consumer discourse in the form of user comments. While comments can enhance authenticity and engagement, they also introduce reputational risks through spam, hate speech, and negative user-generated content. Despite the increasing prevalence of AI-powered comment moderation solutions, little causal evidence exists on whether moderation (i.e., hiding harmful comments) improves ad effectiveness. Across six empirical studies-including two large-scale field experiments and four online studies-we demonstrate that automated moderation of harmful comments causally improves ad performance, including conversion rates, return on ad spend, and purchase intentions. We also identify two important platform-governance boundary conditions: the gains from moderation depend on whether the platform is transparent about the brand's moderation behavior, and what types of comments are moderated. At the same time, the moderation effect persists when the brand is transparent about its own moderation practices. We advance theory on context effects in social media advertising, by uncovering the first targeted, preventative intervention for avoiding negative adjacencies. For managers, the results show that AI-assisted comment moderation impacts real ad performance but may be contingent upon platform-level transparency design.

Tema degli esploratori: governance digitale e beni comuni (retro-catalogo arXiv: annunci del 2026-09-16 in cs.CY).
Categorie arXiv: Social and Information Networks (cs.SI) ; Computers and Society (cs.CY).
Pagina del lavoro: https://arxiv.org/abs/2609.16005 — autori e testo completo sono lì (qui omessi i nomi: nessun dato personale nel deposito).
Licenza: titolo e abstract sono metadati arXiv distribuiti in CC0 1.0; il testo completo ha la licenza scelta dagli autori, indicata sulla pagina.
Letto il 2026-10-15T18:39:08.613Z dalla pagina https://arxiv.org/catchup/cs.CY/2026-09-16?abs=True (consentita dal robots.txt di arxiv.org, con il suo crawl-delay).