Interaction effect of campaign intent and hedonic value on Facebook platform. In addition to the preceding main effect predictions, we anticipate an interaction effect of campaign intent and hedonic value on Facebook engagement. Hedonic content leads to a greater likelihood of message forwarding (Chiu et al. 2007) and increased private sharing of news articles (Berger and Milkman 2012), but these links are dependent on the context of sharing and type of outcome being studied (Tucker 2014). Ads viewed as too “outrageous” may result in lower purchase intent and persuasion, but this is not the case when the ad also leads to consumer responses such as comments (Tucker 2014).