Brand Actions on Social Media: Direct Effects on Electronic Word of Mouth (eWOM) and Moderating Effects of Brand Loyalty and Social Media Usage Intensity
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DOI: 10.1080/15332667.2018.1440140
Abstract: ABSTRACT Most existing social media research has been user focused. This study looks at social media from the brand's perspective by testing (1) theoretical links between brand-action antecedents and positive electronic word of mouth (eWOM);… read more here.
Keywords: social media; media usage; usage intensity; brand ... See more keywords
Effects of Psychological Discomfort on Social Networking Site (SNS) Usage Intensity During COVID-19
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DOI: 10.3389/fpsyg.2022.939726
Abstract: To cope with the COVID-19 pandemic, many countries are implementing social measures. Social distancing, working from home, and non-face-to-face lectures have led to major changes in people's activities. Since face-to-face classes are restricted, students in… read more here.
Keywords: risk perception; risk; usage intensity; sns usage ... See more keywords