ABSTRACT Using a computational analysis, a so-called big-data approach, this study examines how brands' Facebook posts affect consumers' electronic word-of-mouth behavior. The findings suggest that the use of multimedia content—such as photo and video, a brand's name, a hashtag (i.e., “#”), a subjective word, or a social word—increases consumers' electronic word-of-mouth behaviors regarding the brand posts. Practical and academic implications are discussed on the basis of these findings.

中文翻译：

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品牌的Facebook帖子如何诱导消费者的电子口碑行为？

摘要本研究使用计算分析（一种所谓的大数据方法）研究了品牌在Facebook上的帖子如何影响消费者的电子口碑行为。研究结果表明，多媒体内容的使用（例如照片和视频，品牌名称，主题标签（即“＃”），主观单词或社交单词）会增加消费者在以下方面的电子口碑行为：品牌发布。在这些发现的基础上讨论了实践和学术意义。