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.
- Received November 26, 2017.
- Received (in revised form) August 15, 2018.
- Accepted September 18, 2018.
- Copyright© 2019 ARF. All rights reserved.
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Vol 59 Issue 4
