Exploring interaction differences in Microblogging Word of Mouth between entrepreneurial and conventional service providers
作者：
Highlights：
• There are five key domains of differentiation in terms of how MWOM is leveraged.
• An entrepreneurial firm is network-empowering, transparent and risk-taker.
• A conventional firm is more focal, controlled, risk-averse and affiliating.
• An entrepreneurial firm signals offerings via network participation.
• A conventional service provider signals offerings via brand orientation.
摘要
•There are five key domains of differentiation in terms of how MWOM is leveraged.•An entrepreneurial firm is network-empowering, transparent and risk-taker.•A conventional firm is more focal, controlled, risk-averse and affiliating.•An entrepreneurial firm signals offerings via network participation.•A conventional service provider signals offerings via brand orientation.
论文关键词：Microblogging word of mouth (MWOM),Entrepreneur,Social media,Twitter structuration theory
论文评审过程：Received 30 August 2017, Revised 9 September 2018, Accepted 13 October 2018, Available online 15 October 2018, Version of Record 12 March 2019.
论文官网地址：https://doi.org/10.1016/j.chb.2018.10.020
