| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 4937213 | Computers in Human Behavior | 2017 | 9 Pages |
Abstract
This study examines the effects of companies' social media communication strategies on users' electronic word-of-mouth behavior through a content analysis. The sample includes more than 15,000 posts from Fortune 500 companies' Facebook accounts in a five-year time frame. Three communication strategies are examined, including appeal, vividness, and interactivity. Results confirm the main effects of vividness and emotional appeals. However, interactivity does not help generate more eWOM behavior. Proposed interactions between vividness and appeal type, as well as between vividness and interactivity, are significant. Emotional appeals amplify the beneficial effects of vividness, whereas interactivity dampens the potency of vividness.
Related Topics
Physical Sciences and Engineering
Computer Science
Computer Science Applications
Authors
Jiangmeng Liu, Cong Li, Yi Grace Ji, Michael North, Fan Yang,