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 American brands’ posts on Facebook, consumers more likely will conduct WOM behaviors on Facebook if brand posts use multimedia content, brand names, a hashtag (i.e., “#”), subjective words, and social words.
- Marketers should focus on features of brand posts and use the effective words in the brand posts to induce consumers’ WOM behaviors.
INTRODUCTION
Consumers use Facebook...