Like it or not: The Fortune 500's Facebook strategies to generate users' electronic word-of-mouth

Jiangmeng Liu, Cong Li, Yi Grace Ji, Michael North, Fan Yang

Research output: Contribution to journalArticlepeer-review

23 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)605-613
Number of pages9
JournalComputers in Human Behavior
Volume73
DOIs
StatePublished - Aug 1 2017

Keywords

  • Appeal
  • Facebook
  • Interactivity
  • Social media
  • Vividness
  • eWOM

ASJC Scopus subject areas

  • Arts and Humanities (miscellaneous)
  • Human-Computer Interaction
  • Psychology(all)

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