PT - JOURNAL ARTICLE AU - Taemin Kim AU - Hyejin Kim AU - Yunhwan Kim TI - How Do Brands' Facebook Posts Induce Consumers' e-Word-of-Mouth Behavior? AID - 10.2501/JAR-2019-027 DP - 2019 Dec 01 TA - Journal of Advertising Research PG - 402--413 VI - 59 IP - 4 4099 - http://www.journalofadvertisingresearch.com/content/59/4/402.short 4100 - http://www.journalofadvertisingresearch.com/content/59/4/402.full SO - J Advert Res2019 Dec 01; 59 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.