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Keywords: Posting strategy
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Journal Articles
Journal:
Internet Research
Internet Research (2017) 27 (5): 1039–1057.
Published: 02 October 2017
... the joint effect of association-based corporate posting strategy and corresponding electronic word-of-mouth (eWOM) comment valence on social media. Design/methodology/approach A three (corporate posting strategy: CSR vs CA vs hybrid (CSR + CA)) by two (eWOM comment valence: positive vs negative) between...
