How do brands’ Facebook posts induce consumers’ e-word-of-mouth behavior? Informational versus emotional message strategy: A computational analysis

Using a computational analysis, a so-called big-data approach, this study examines how brands' Facebook posts affect consumers' electronic word-of-mouth behavior.


  • Consumers actively express their liking of brand posts and leave positive comments on the brand posts on Facebook; these are known as electronic word-of-mouth (e-WOM) behaviors.
  • On the basis of a computational analysis of major American brands’ posts on Facebook, consumers more likely will conduct WOM behaviors on Facebook if brand posts use multimedia content, brand names, a hashtag (i.e., “#”),

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands