... from 281 residents and visitors of a place through an online survey focusing on a place brand video. Structural equation modeling was employed to examine the research model. Findings Results show that place brand love has a strong direct relationship with positive word of mouth (WOM...

... encourage individuals’ word-of-mouth activities about the company as well as Facebook engagement. Originality/value Although extensive research has been conducted on the topic of companies’ social media pages, most prior studies focused on company communication practices and strategies. This study...