When is brand content shared on Facebook? A field study on online word of mouth
Marie Haikel-Elsabeh, Zhenzhen Zhao, Björn Ivens and Alexander Brem
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...
