Exploring the effect of user engagement in online brand communities: Evidence from Twitter

作者：

Highlights：

• Better ways to engage and handle customer on microblogs are explored.

• Level, length, type and retailers' sentiments of tweets affect customer sentiments.

• Emotional transitions occurred from the beginning to the end of conversations.

• Effective engagements improve brand image, perceptions and explore market trends.

摘要

•Better ways to engage and handle customer on microblogs are explored.•Level, length, type and retailers' sentiments of tweets affect customer sentiments.•Emotional transitions occurred from the beginning to the end of conversations.•Effective engagements improve brand image, perceptions and explore market trends.

论文关键词：Social media,Microblogging,Engagement,Online community,Online retailing

论文评审过程：Received 16 December 2016, Revised 28 February 2017, Accepted 1 March 2017, Available online 3 March 2017, Version of Record 7 March 2017.

论文官网地址：https://doi.org/10.1016/j.chb.2017.03.005