Understanding consumer engagement with brand posts on social media: The effects of post linguistic styles.
Qi DengMichael J. HineShaobo JiYun WangPublished in: Electron. Commer. Res. Appl. (2021)
Keyphrases
- social media
- social media streams
- user generated content
- brand image
- mechanisms underlying
- user engagement
- user participation
- social networks
- social networking
- social media data
- online consumer
- social web
- big data
- natural language
- user generated
- blog posts
- online communities
- real world events
- reputation management
- theoretical and practical implications