When is brand content shared on Facebook? A field study on online word of mouth

When implementing social media strategies on Facebook brand pages, companies focus on factors that prompt electronic Word-of-Mouth (eWoM) about brand contents.

Introduction

To manage customer relationships in multichannel communication contexts, companies attempt to create the right type and number of touch points to ensure that customers enjoy a positive customer experience along their customer journey (Lemon & Verhoef, 2016; Parise, Guinan, & Kafka, 2016). For many companies, Facebook brand pages represent an important touch for initiating and maintaining relationships with consumers (Cvijikj & Michahelles, 2013; Gamboa & Goncalves, 2014; Gummerus, Liljander, Weman, & Pihlström, 2012). These brand pages allow users to share content not only with friends but also with people who have the same focus as brand fans. Hence, information...

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