Kim, T., Kim, Y., Lin, J-S., & Kim, H. (June, 2016). What Makes Brands’ Postings More Viral: A Predictive Model of eWOM for Brand Communications on SNSs. Presented on panel “Empowering Consumers in the Age of Social Media: An Empirical Analysis of eWOM Creation, Consumption, Perception, and Influence,” at the 66th annual conference of the International Communication Association (ICA), Fukuoka, Japan, June 9-13, 2016.
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.