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How Do Brands' Facebook Posts Induce Consumers' e-Word-of-Mouth Behavior?

Informational versus Emotional Message Strategy: A Computational Analysis

Taemin Kim, Hyejin Kim, Yunhwan Kim
DOI: 10.2501/JAR-2019-027 Published 1 December 2019
Taemin Kim
Incheon National University,
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  • For correspondence: taemin.kim@inu.ac.kr
Hyejin Kim
DePaul University,
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  • For correspondence: hkim123@depaul.edu
Yunhwan Kim
Hankuk University of Foreign Studies,
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  • For correspondence: yunhwankim2@hufs.ac.kr
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ABSTRACT

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.

  • Received November 26, 2017.
  • Received (in revised form) August 15, 2018.
  • Accepted September 18, 2018.
  • Copyright© 2019 ARF. All rights reserved.
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Vol 59 Issue 4

Journal of Advertising Research: 59 (4)
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How Do Brands' Facebook Posts Induce Consumers' e-Word-of-Mouth Behavior?
Taemin Kim, Hyejin Kim, Yunhwan Kim
Journal of Advertising Research Dec 2019, 59 (4) 402-413; DOI: 10.2501/JAR-2019-027

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How Do Brands' Facebook Posts Induce Consumers' e-Word-of-Mouth Behavior?
Taemin Kim, Hyejin Kim, Yunhwan Kim
Journal of Advertising Research Dec 2019, 59 (4) 402-413; DOI: 10.2501/JAR-2019-027
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