TY - JOUR T1 - How Do Brands' Facebook Posts Induce Consumers' e-Word-of-Mouth Behavior? JF - Journal of Advertising Research JO - J Advert Res SP - 402 LP - 413 DO - 10.2501/JAR-2019-027 VL - 59 IS - 4 AU - Taemin Kim AU - Hyejin Kim AU - Yunhwan Kim Y1 - 2019/12/01 UR - http://www.journalofadvertisingresearch.com/content/59/4/402.abstract N2 - 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. ER -