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.
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