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

作者：

Highlights：

• This study examines the Facebook use of Fortune 500 within a 5-year time frame.

• Three communication strategies (appeal, vividness, interactivity) are investigated.

• Increasing vividness or using emotional appeals helps generate more eWOM behavior.

• Emotional appeals amplify the beneficial effect of vividness.

• Interactivity dampens the potency of vividness.

摘要

•This study examines the Facebook use of Fortune 500 within a 5-year time frame.•Three communication strategies (appeal, vividness, interactivity) are investigated.•Increasing vividness or using emotional appeals helps generate more eWOM behavior.•Emotional appeals amplify the beneficial effect of vividness.•Interactivity dampens the potency of vividness.

论文关键词：Social media,Facebook,eWOM,Appeal,Vividness,Interactivity

论文评审过程：Received 19 July 2016, Revised 30 March 2017, Accepted 31 March 2017, Available online 1 April 2017, Version of Record 13 April 2017.

论文官网地址：https://doi.org/10.1016/j.chb.2017.03.068