...Sooa Hwang; Nayoung Yoon; Jaewoo Joo Purpose The objective of this study is to explore the effect of family and message type interactions on the sales of smart home products. The study hypothesizes that dual-earner parents, a prolific segment of consumers, will indicate a greater willingness...

... anthropomorphized brands leverage different communication strategies on Twitter and how these strategies are related to consumer engagement. Design/methodology/approach Supervised machine learning was used to identify the communication strategies (i.e. message types and dialogic principles) of 125,887 tweets...