...Birce Dobrucalı Yelkenci; Güzin Özdağoğlu; Burcu İlter Purpose This study aims to both identify content-based and interaction-based online consumer complaint types and predict complaint types according to the complaint magnitude rooted in complainants' personality traits, emotion, Twitter usage...

...Helen Cripps; Abhay Singh; Thomas Mejtoft; Jari Salo Purpose The purpose of this research is to investigate the use of Twitter in business as a medium for knowledge sharing and to crowdsource information to support innovation and enhance business relationships in the context of business...

... A netnographic approach was employed. Using a Python script, more than 7,000 tweets about São Paulo FC soccer club on Twitter were collected and analyzed using the Virtual Brand Community Engagement Practices typology. Findings The dynamics of engagement relies on two types of practices: those that comprise...

...Hemant Sashittal; Avan Jassawalla Purpose The purpose of this paper is to report a three-study effort that aimed to explicate the brand entification construct, a post-anthropomorphic attribution that results from user-brand interaction on Twitter. Entified brands are not merely humanlike...