@article {Kim402, author = {Taemin Kim and Hyejin Kim and Yunhwan Kim}, title = {How Do Brands{\textquoteright} Facebook Posts Induce Consumers{\textquoteright} e-Word-of-Mouth Behavior?}, volume = {59}, number = {4}, pages = {402--413}, year = {2019}, doi = {10.2501/JAR-2019-027}, publisher = {Journal of Advertising Research}, abstract = {Using a computational analysis, a so-called big-data approach, this study examines how brands{\textquoteright} Facebook posts affect consumers{\textquoteright} electronic word-of-mouth behavior. The findings suggest that the use of multimedia content{\textemdash}such as photo and video, a brand{\textquoteright}s name, a hashtag (i.e., {\textquotedblleft}$\#${\textquotedblright}), a subjective word, or a social word{\textemdash}increases consumers{\textquoteright} electronic word-of-mouth behaviors regarding the brand posts. Practical and academic implications are discussed on the basis of these findings.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/59/4/402}, eprint = {https://www.journalofadvertisingresearch.com/content/59/4/402.full.pdf}, journal = {Journal of Advertising Research} }