What Makes Brands’ Postings More Viral
What Makes Brands’ Postings More Viral
Abstract: This study explores how different strategies used in firms’ Facebook postings increase consumers’ eWOM responses. A computational analysis of Fortune 100 companies’ Facebook postings and their respective comments/likes/shares were performed using Python libraries and the Linguistic Inquiry and Word Count (LIWC) software. As a result, we develop a predictive model of eWOM, aiming to advance the current understanding of brand communications and provide implications for improving the virality of brand postings on social networking sites.
Related Research
-
The Emory Ideas FestivalMoni Basu led a panel discussion on the importance of local news at The Emory Ideas Festival, October 18.
-
Artificial Intelligence SessionJooyoung Kim, Session Chair, Artificial Intelligence Session, Fall Conference of the Korean Association of Advertising and Public Relations, Seoul, November 15, 2025.