Article Global Business Review 1–14 © 2019 IMI Reprints and permissions: in.sagepub.com/journals-permissions-india DOI: 10.1177/0972150918825078 journals.sagepub.com/home/gbr 1 Information Systems Area, XLRI—Xavier School of Management, Circuit House Area, Jamshedpur, India. Corresponding author: Shabana Chandrasekaran, Information Systems Area, XLRI—Xavier School of Management, Circuit House Area, Jamshedpur 831001, India. E-mail: shabana.c@astra.xlri.ac.in Decoding User Interaction Dynamics on Facebook Fan Page: A Sentiment Mining Approach Shabana Chandrasekaran 1 Supriya Kumar De 1 Abstract Increased presence of firms on social media like Facebook has enabled users to interact directly with the firms. As this platform is used for brand promotions, it is important for firms to understand the dynamics of user interaction that happens on the brand’s fan page. This study investigates the influence of marketer-generated content (MGC) and the recursive effect of sentiments on user interaction with the help of sentiment mining approach and negative binomial regression. The analysis is done over 2,121 marketers’ content and 22 million user content across the top five Facebook brand pages in India. The results show that an increase in positive comment sentiment triggers increased liking and shar- ing behaviour by the users on the marketers’ content. Moreover, users are more inclined to like and share on marketers’ contents that are informative posts. Posts containing images garner higher likes and comments, but videos have higher shares. The results are useful for the brands to understand user behaviour on a brand’s social media fan page. Keywords Facebook fan page, sentiment mining, social media, user interaction Introduction Web 2.0 has enabled users to create and share high-volume content about products and services which firms now prefer to listen to and mould the business activities for projecting the brand positively. This active participation of consumers on social media has shifted the power balance to the consumer side. Consumers’ purchase decisions are now powered by product reviews generated by like-minded consumers than through advertisements and other forms of personal communication (Dellarocas, 2006). As social media have become a critical channel for brand-related information, it is of utmost importance