How Do Brands' Facebook Posts Induce Consumers' e-Word-of-Mouth Behavior?

Abstract

ABSTRACT Using a computational analysis, a so-called big-data approach, this study examines how brands9 Facebook posts affect consumers9 electronic word-of-mouth behavior. The findings suggest that the use of multimedia content—such as photo and video, a brand9s name, a hashtag (i.e., “#”), a subjective word, or a social word—increases consumers9 electronic word-of-mouth behaviors regarding the brand posts. Practical and academic implications are discussed on the basis of these findings.