Valence of YouTube Comments and College Student Reactions Towards Electronic Nicotine Product Counter-Marketing Messages.
Sign Up to like & getrecommendations! Published in 2023 at "Health communication"
DOI: 10.1080/10410236.2023.2177795
Abstract: Advertisements promoting and discouraging electronic nicotine products (ENPs) are widespread on social media. User interaction is a hallmark feature of social media sites. This study examined how user-comment valence (i.e. positive versus negative comments) influences… read more here.
Keywords: electronic nicotine; negative comments; attitudes toward; enp abstinence ... See more keywords
Value Creation (vs Value Destruction) as an Unintended Consequence of Negative Comments on [Innocuous] Brand Social Media Posts
Sign Up to like & getrecommendations! Published in 2022 at "Journal of Interactive Marketing"
DOI: 10.1177/10949968221075820
Abstract: Social media allows brands a place to reinforce their identities and build positive interactions with their customers. Despite all the benefits social media offers to brands, it is also is a place where consumers can… read more here.
Keywords: social media; unintended consequence; value; negative comments ... See more keywords