PT  - JOURNAL ARTICLE
AU  - Kim, Taemin
AU  - Kim, Hyejin
AU  - Kim, Yunhwan
TI  - How Do Brands' Facebook Posts Induce Consumers' E-Word-of-Mouth Behavior?
AID  - 10.2501/JAR-2019-027
DP  - 2019 Jul 29
TA  - Journal of Advertising Research
PG  - JAR-2019-027
4099  - http://www.journalofadvertisingresearch.com/content/early/2019/07/24/JAR-2019-027.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2019/07/24/JAR-2019-027.full
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.