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Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance
Electronic word-of-mouth (eWOM) is often tracked in volume and valence metrics, but the topic of conversation may vary from the brand to its advertising to purchase statements. How do these different topics affect company ...
Battle of the brand fans: impact of brand attack and defense on social media(article)
Fans of a brand attack fans of rival brands on social media. Given the nature of such rival brand fan attacks, managers are unsure about how much control they should exercise on brand-negative comments on their owned social ...
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