How Do Brands' Facebook Posts Induce Consumers' e-Word-of-Mouth Behavior? Informational versus Emotional Message Strategy: A Computational Analysis.

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    • Abstract:
      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. [ABSTRACT FROM AUTHOR]
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