RT Journal Article
SR Electronic
T1 How Do Brands' Facebook Posts Induce Consumers' e-Word-of-Mouth Behavior?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 402
OP 413
DO 10.2501/JAR-2019-027
VO 59
IS 4
A1 Taemin Kim
A1 Hyejin Kim
A1 Yunhwan Kim
YR 2019
UL http://www.journalofadvertisingresearch.com/content/59/4/402.abstract
AB Using a computational analysis, a so-called big-data approach, this study examines how brands' Facebook posts affect consumers' electronic word-of-mouth behavior. The findings suggest that the use of multimedia content—such as photo and video, a brand's name, a hashtag (i.e., “#”), a subjective word, or a social word—increases consumers' electronic word-of-mouth behaviors regarding the brand posts. Practical and academic implications are discussed on the basis of these findings.