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.

MANAGEMENT SLANT

  • 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...
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