The Effectiveness of Brand- and Customer-Centric Content Strategies at Generating Shares, ‘Likes’, and Comments

References

• AdReaction. (2010, January 26). Brands + consumers + social media: What marketers should know about who's getting social and why. Dynamic Logic,
   Google Scholar
• Andrews, J. (1989). The dimensionality of beliefs toward advertising in general. Journal of Advertising, 18(1), 26–35. doi:10.1080/00913367.1989.1067314010.1080/00913367.1989.10673140
   Web of Science ®Google Scholar
• Ashley, C., & Tuten, T. (2014). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology and Marketing, 32(1), 15–27. doi:10.1002/mar.2076110.1002/mar.20761
   Web of Science ®Google Scholar
• Bagozzi, R. P., & Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research and MArketing, 23(1), 45–61. doi:10.1016/j.ijresmar.2006.01.00510.1016/j.ijresmar.2006.01.005
   Web of Science ®Google Scholar
• Banerjee, M., Capozzoli, M., Mcsweeney, L., & Sinha, D. (1999). Beyond Kappa: A review of interrater agreement measures. Canadian Journal of Statistics, 27(1), 3–23. doi:10.2307/331548710.2307/3315487
   Web of Science ®Google Scholar
• Bauer, R. A., & Greyser, S. A. (1968). Advertising in America: The consumer view. Michigan Law Review, 67(4), 874–880. doi:10.2307/128735810.2307/1287358
   Web of Science ®Google Scholar
• Berger, J. (2011). Arousal increases social transmission of information. Psychological Science, 22(7), 891–893. doi:10.1177/095679761141329410.1177/0956797611413294
   PubMed Web of Science ®Google Scholar
• Berger, J., & Milkman, K. L. (2012). What makes online content viral?. Journal of Marketing Research, 48(5), 192–205. doi:10.1509/jmr.10.035310.1509/jmr.10.0353
   Google Scholar
• Briggs, E., Yang, Z., Harmon-Kizer, T. R., & Arnold, T. J. (2016). How do differing community engagement strategies affect consumer responses to a retailer. Journal of Marketing Theory and Practice, 24(1), 109–127. doi:10.1080/10696679.2016.108976710.1080/10696679.2016.1089767
   Web of Science ®Google Scholar
• Brodie, R. J., Hollebeek, L. D., Biljana, J., & Ana, I. (2011). Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research, 14(3), 252–271. doi:10.1177/109467051141170310.1177/1094670511411703
   Web of Science ®Google Scholar
• Budd, R. W., Thorp, R. K., & Donohew, L. (1967). Content analysis of communications. New York, Macmillan.
   Google Scholar
• Burton, J. (1969), Conflict and communication: The use of controlled communication in international relations. London: Macmillan.
   Google Scholar
• Campbell, C., Pitt, L. F., Parent, M., & Berthong, P. R. (2011). Understanding consumer conversations around ads in a Web 2.0 World. Journal of Advertising, 40(1), 87–102. doi:10.2753/JOA0091-336740010610.2753/JOA0091-3367400106
   Web of Science ®Google Scholar
• Carroll, J. M., & Rossom, M. B. (1996). Theorizing mobility in community networks. International Journal of Human-Computer Studies, 66(12), 944–962. doi:10.1016/j.ijhcs.2008.07.00310.1016/j.ijhcs.2008.07.003
   Google Scholar
• Casalo, L. V., Flavian, C., & Guinalíu, M. (2010). Antecedents and consequences of consumer participation in on-line communities: The case of the travel sector. International Journal of Electronic Commerce,15(2), 137–167. doi:10.2753/JEC1086-4415150205
   Web of Science ®Google Scholar
• Charmaz K. (2006). Constructing grounded theory: A practical guide through qualitative analysis. Thousand Oaks, CA: Sage.
   Google Scholar
• Cheng, J. M.-S., Blankson, C., Wang, E. S., & Chen, L. S.-L. (2009). Consumer attitudes and interactive digital advertising. International Journal of Advertising, 28(3), 501–525. doi:10.2501/S026504870920071010.2501/S0265048709200710
   Web of Science ®Google Scholar
• Cheung, C. M., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470. doi:10.1016/j.dss.2012.06.00810.1016/j.dss.2012.06.008
   Web of Science ®Google Scholar
• Chi, H.-H. (2011). Interactive digital advertising vs. virtual brand community. Journal of Interactive Advertising, 12(1), 44–61. doi:10.1080/15252019.2011.10722190
   Google Scholar
• De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83–91. doi:10.1016/j.intmar.2012.01.00310.1016/j.intmar.2012.01.003
   Web of Science ®Google Scholar
• Denzin, N. K. (2001). Interpretative Interactionism, 2nd edition. Newbury Park, CA: Sage.
   Google Scholar
• Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network and small group based virtual communities. International Journal of Research in Marketing, 21(3), 241–263. doi:10.1016/j.ijresmar.2003.12.004
   Web of Science ®Google Scholar
• Dichter, E. (1966). How word-of-mouth advertising works. Harvard Business Review, 44(6), 147–166.
   Web of Science ®Google Scholar
• Dwyer, P. (2007). Measuring the value of electronic word-of-mouth and its impact in consumer communities. Journal of Interactive Marketing, 21(2), 63–79. doi:10.1002/dir.20078
   Web of Science ®Google Scholar
• Eisenbeiss, M., Blechschmidt, B., Backhaus, K., & Freund, P. A. (2012). The (Real) world is not enough: Motivational drivers and users in virtual worlds. Journal of Interactive Marketing, 26(1), 4–20. doi:10.1016/j.intmar.2011.06.002
   Web of Science ®Google Scholar
• Economist Intelligence Unit (EIU). (2007,. March). Beyond loyalty: Meeting the challenge of customer engagement. Retrieved from http://graphics.eiu.com/files/ad_pdfs/eiu_AdobeEngagementPt_I_wp.pdf
   Google Scholar
• Evers, W., Marroum, S., & Young, L. (2017). A pluralistic, longitudinal method: Using participatory workshops, interviews and lexicographic analysis to investigate relational evolution. Industrial Marketing Management, 61(February), 182–193. doi:10.1016/j.indmarman.2016.07.003
   Web of Science ®Google Scholar
• Fisher, R. J. (1972). Third party consultation: A method for the study and resolution of conflict. Journal of Conflict Resolution, 16(1):67–94.
   Google Scholar
• Fisher, R. J. (2004). The problem-solving workshop as a method of research. International Negotiation, 9(3), 385–395. doi:10.1163/1571806053498733
   Google Scholar
• Flick, U. (2000). Episodic interviewing. In M. W. Beuer & G. Gaskell (Eds.), Qualitive Research with Text, image, and sound: A practical handbook (pp. 75–92). London: Sage.
   Google Scholar
• Facebook (2010). https://www.facebook.com/notes/facebook-media/the-value-of-a-liker/150630338305797/
   Google Scholar
• Fontana, A., & Frey, J. (1994). Interviewing: The art of science. In N. Denzin & Y. Lincoln (Eds.), Handbook of qualitive research (pp. 361–376). Thousand Oaks, CA: Sage.
   Google Scholar
• Fue, Z., Li, H., & Wenyu, D. (2009). Social factors in user perceptions and responses to advertising in online social networking communities. Journal of Interactive Advertising, 10(1), 1–13. doi:10.1080/15252019.2009.10722159
   Google Scholar
• Gao, Y., & Koufaris, M. (2006). Perceptual antecedents of user attitude in electronic commerce. ACM Sigmis, 37(2–3), 43–50.
   Google Scholar
• Gironda, J., Korgaonkar, T., & Pradeep, K. (2014). Understanding consumers' social networking. Journal of Marketing Management, 30(5–6), 571–605. doi:10.1080/0267257X.2013.851106
   Google Scholar
• Hair, J., Black, F., William, C., Babin, B. J., & Anderson, R. A. (2009). Multivariate data analysis, 7th Edition. Upper Saddle River, NJ: Prentice Hall.
   Google Scholar
• Hampton, K. N., Goulet, L. S., Rainie, L., & Purcell, K. (2011,. June 16). Social Networking Sites and our Lives. Retrieved from http://www.pewinternet.org/2011/06/16/social-networking-sites-and-our-lives/
   Google Scholar
• Harvey, S. (2014). Creative synthesis: Exploring the process of extraordinary group creativity. Academy of Management, 39(3), 324–343.
   Google Scholar
• Heath, C., Bell, C., & Sternberg, E. (2001). Emotional selection in memes: The case of Urban Legends. Journal of Personality and Social Psychology, 81(6), 1028–1041. doi:10.1037/0022-3514.81.6.1028
   PubMed Web of Science ®Google Scholar
• Heinonen, K. (2011). Consumer activity in social media: Managerial approaches to consumers' social media behavior. Journal of Consumer Behaviour 10(6), 356–364. doi:10.1002/cb.376
   Web of Science ®Google Scholar
• Heller-Baird, C., & Parasnis, G. (2011). From social media to social customer relationship management. Strategy and Leadership, 3(5), 30–37. doi:10.1108/10878571111161507
   Google Scholar
• Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth viz consumer-opinion platforms: What motivates consumers to articulate themselves on the internet. Journal of Interactive Marketing, 18(1), 38–52. doi:10.1002/dir.10073
   Google Scholar
• Ho, J., & Dempsey, M. (2010). Viral marketing: Motivations to forward online content. Journal of Business Research, 63(9–10), 1000–1006. doi:10.1016/j.jbusres.2008.08.010
   Web of Science ®Google Scholar
• Holsti, O. R. (1969). Content analysis for social sciences and humanities. Reading, Massachusetts: Addison-Wesley.
   Google Scholar
• Hong, S. Y., & Rim, H. (2010). The influence of customer use of corporate websites: Corporate responsibility, trust, and word-of-mouth communication. Public Relations Review, 36(4), 389–391. doi:10.1016/j.pubrev.2010.08.002
   Web of Science ®Google Scholar
• Hosmer, D. W., & Lemeshow, S. (2000). Applied logistic regressions. New York: Wiley.
   Google Scholar
• Jahn, B., & Kunz, W. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 23(3), 344–361. doi:10.1108/09564231211248444
   Web of Science ®Google Scholar
• Jarzabkowski, P. (2008). Shaping strategy as a structuration process. Academy of Management Journal, 51(4), 621–650.
   Web of Science ®Google Scholar
• Jung, J. M., Min, K. S., & Kellaris, J. J. (2011). How the entertainment value of online ads helps or harms persuasion. Psychology and Marketing Review, 28(7), 661–681. doi:10.1002/mar.20406
   Web of Science ®Google Scholar
• Karahanna, E., Xu, S. X., & Zhang, N. (2015). Psychological ownership motivation and use of social media. Journal of Marketing Theory and Practices, 23(2), 185–207.
   Web of Science ®Google Scholar
• Kelly, L., Kerr, G., & Drennan, J. (2010). Avoidance of advertising in social networking sites: The teenage perspective. Journal of Interactive Advertising, 10(2), 16–27. doi:10.1080/15252019.2010.10722167
   Google Scholar
• Kim, S.-Y., & Reber, B. H. (2008). Public relations' place in corporate social responsibility: Practitioners define their role. Public Relations Review, 34, 337–342. doi:10.1016/j.pubrev.2008.07.003
   Web of Science ®Google Scholar
• Kotler, P., & Armstrong, G. (1994). Principles of marketing 6th Edition. Englewood Cliffs, NJ: Prentice-Hall .
   Google Scholar
• Krippendorf, K. (1980). Content analysis: An introduction to its methodology. Beverly Hills, CA: Sage.
   Google Scholar
• Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing, 80(1), 621–650. doi:10.1509/jm.14.0249
   Web of Science ®Google Scholar
• Labrecque, L. I., Vor Dem Esche, J., Mathwick, C., Novak, T. P., & Hofacker, C. F. (2013). Consumer power: Evolution in the digital age. Journal of Interactive Marketing, 27, 257–269. doi:10.1016/j.intmar.2013.09.002
   Web of Science ®Google Scholar
• Landis, J. R., & Koch, G. G. (1997). The measurement of observer agreement for categorical data. Biometrics, 33(1), 159–174. doi:10.2307/2529310
   Google Scholar
• Laskey, H. A., Day, E., & Crask, M. R. (1989). Typology of main message strategies for television commercials. Journal of Advertising, 18(1), 36–41. doi:10.1080/00913367.1989.10673141
   Web of Science ®Google Scholar
• Li, C., Bernoff, J., Pflaum, C., & Glass, S. (2007). How consumers use social networks. Forrester Research Report.
   Google Scholar
• Lin, K. Y., & Lu, H. P. (2011). Why people us social networking sites: An empirical study integrating network externalities and motivation theory. Computers in Human Behavior, 27(3), 1152–1161. doi:10.1016/j.chb.2010.12.009
   Web of Science ®Google Scholar
• Lipsman, A., Graham, M., Rich, M., & Bruich, S. (2012). The power of like: How brands reach (and influence) fans through social-media marketing. Journal of Advertising Research, 52(1), 40–52. doi:10.2501/JAR-52-1-040-052
   Web of Science ®Google Scholar
• Liu-Thompkins, Y., & Rogerson, M. (2012). Rising to stardom: An empirical investigation of the diffusion of user-generated content. Journal of Interactive Marketing, 26(2), 72–82. doi:10.1016/j.intmar.2011.11.003
   Web of Science ®Google Scholar
• Lothia, R., Donthu, N., & Hershberger, E. K. (2003). The impact of content and design elements on banner advertising click-through rates. Journal of Advertising Research, 43(4), 410–418. doi:10.2501/JAR-43-4-410-418
   Web of Science ®Google Scholar
• Mack, D., Behler, A., Roberts, B., & Rimland, E. (2007). Reaching students with Facebook: Data and best practices. Electronic Journal of Academic and Special Librarianship, 8(2).
   Google Scholar
• McPherson, M., Smith-Lovin, L., & Cook, J. M. (2001). Birds of a feather homophily in social networks. Annual Review of Sociology, 27(1), 415–444. doi:10.1146/annurev.soc.27.1.415
   Web of Science ®Google Scholar
• Menon, A., Bharadwaj, S. G., Adidam, P. T., & Edison, S. W. (1999). Antecendants and consequences of marketing strategy making: A model and a test. Journal of Marketing, 63(1), 18–40. doi:10.2307/1251943
   Google Scholar
• Miles, M. B., & Huberman, M. A. (1994). Qualitive data analysis, second edition. Thousand Oaks, CA: Sage, London.
   Google Scholar
• Minett, S. (2002). B2B marketing: A radically different approach for business-to-business marketers. London: Pearson.
   Google Scholar
• Mosteller, J., & Poddar, A. (2017). To share and protect: Using regulatory focus theory to examine the privacy paradox of consumers’ social media engagement and online privacy protection behaviours. Journal of Interactive Marketing, 39(February), 27–38. doi:10.1016/j.intmar.2017.02.003
   Web of Science ®Google Scholar
• Muntiga, D. F., Moorman, M., & Smit, E. F. (2011). Introducing COBRA's Exploring Motivation for Brand-Related Social Media Use. International Journal of Advertising, 30(1), 13–46. doi:10.2501/IJA-30-1-013-046
   Web of Science ®Google Scholar
• Nambisan, S., & Baron, R. A. (2007). Interactions in virtual customer environments: Implications for product support or and customer relationship management. Journal of Interactive Marketing, 21(2), 42–62. doi:10.1002/dir.20077
   Web of Science ®Google Scholar
• Neuendorf, K. (2002). The content analysis guide book. Beverly Hills, CA: Sage.
   Google Scholar
• Nielson, J. (2006). Participation inequality: Encouraging more users to contribute. Retrived from http://www.useit.com/alertbox/participation_inequality.html
   Google Scholar
• Nov, O., Naaman, M., & Ye, C. (2010). Analysis of participation in an online photo-sharing community: A multidimensional perspective. Journal of The American Society for Information Science, 61(3), 555–566.
   Web of Science ®Google Scholar
• Nelson-Field, K., and Taylor, J. (2012). Facebook fans: A fan for life?, Admap, Assessed from http://www.warc.com/Content/ContentViewer.aspx?ID=b44fad20-c6f7-4d44-aac2-da9ea7cf8383&MasterContentRef=b44fad20-c6f7-4d44-aac2-da9ea7cf8383&Campaign=admap_may12&utm_campaign=admap_may12
   Google Scholar
• Orne, M. T. (1975). On the social psychology experiment: With particular reference to demand characteristics and their implications. In G.H. Lewis (ed.) Fist-fights in the kitchen (pp. 183–195).
   Google Scholar
• Park, N., Kee, K. F., & Valenzuela, S. (2009). Being immersed in social networking environment: Facebook groups, used and gratifications, and social outcomes. Cyberpsychology & Behavior, 12(6), 729–733. doi:10.1089/cpb.2009.0003
   PubMedGoogle Scholar
• Phua, J., & Ahn, S. J. (2016). Explicating the ”Like” on Facebook brand pages: The Effect of Intensity of Facebook Use, Number of Overall ”Likes” And Number of Friends’ “Likes” on Consumers’ Brand Outcomes. Journal of Marketing Communications, 22(5), 544–559. doi:10.1080/13527266.2014.941000.
   Google Scholar
• Porter, C. E., Devaraj, S., & Sun, D. (2013). A test of two models of value creation in virtual communities. Journal of Management Information Systems, 30(1), 261–292. doi:10.2753/MIS0742-1222300108
   Web of Science ®Google Scholar
• Porter, C. E., Donthu, N., & Baker, A. (2012). Gender differences in trust formation in virtual communities. Journal of Marketing Theory and Practice, 20(1), 39–58. doi:10.2753/MTP1069-6679200103
   Google Scholar
• Porter, L., & Golan, G. J. (2006). From subservient chickens to brawny men: A comparison of viral advertising to television advertising. Journal of Interactive Marketing, 6(2), 4–33.
   Google Scholar
• Powers, T., Advincula, D., Austin, M. S., Graiko, S., & Snyder, J. (2012). Digital and social media in the purchase decision process: A special report from the advertising research foundation. Journal of Advertising Research, 52(4), 479–489. doi:10.2501/JAR-52-4-479-489
   Web of Science ®Google Scholar
• Raacke, J., & Bonds-Raacke, J. (2008). Myspace and Facebook: Applying the uses and gratifications theory to exploring friend-networking sites. Cyber Psychology and Behaviour, 11(2), 169–174. doi:10.1089/cpb.2007.0056
   PubMedGoogle Scholar
• Rapp, A., Beitelspacher, L. S., Grewal, D., & Hughes, D. E. (2013). Understanding social media effects across seller, retailer, and consumer interactions. Journal of The Academy of Marketing Science, 41(5), 547–566. doi:10.1007/s11747-013-0326-9
   Web of Science ®Google Scholar
• Retie, R. (2001). An exploration of flow during internet use. Internet Research, 11(2), 103–113. doi:10.1108/10662240110695070
   Web of Science ®Google Scholar
• Schan, J. H., Muniz, M. A., & Arnould, J. E. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30–51. doi:10.1509/jmkg.73.5.30
   Web of Science ®Google Scholar
• Schutz, W. C. (1958). On categorizing qualitative data in content analysis. Public Opinion Quarterly, 22(4), 321–325. doi:10.1086/266824
   Web of Science ®Google Scholar
• Sibai, O., Valck, K., Farrell, A. M., & Rudd, J. M. (2015). Social control in online communities of consumption: A framework for community management. Psychology & Marketing, 32(3), 250–264.
   Google Scholar
• Spekman, R. E., & Dotson, E. (2009). Using social media in B2B context. Harvard Business Review. Case Study.
   Google Scholar
• Steinmann, S., Mau, G., & Schramm-Klein, H. (2015). Brand communication success in online consumption communities: An experimental analysis of the effects of communication style and brand pictorial representation. Psychology & Marketing, 32(3), 356–371. doi:10.1002/mar.20784
   Web of Science ®Google Scholar
• Stephen, A. T., Sciandra, M. R., & Inman, J. J. (2015). Is it what you say or how you say It? How content characteristics affect consumer engagement with brands on Facebook. Said Business School Research papers Oxford University, 19(October), 1–58.
   Google Scholar
• Stone, A. A., & Shiffman, S. (2002). Capturing momentary, self-report data: A proposal for reporting guidelines. Annals of Behavioral Medicine, 24(3), 236–243.
   Google Scholar
• Stokburger-Sauer, N., & Wiertz, C. (2015). Online consumption communities: An introduction. Psychology & Marketing, 32(3), 235–239. doi:10.1002/mar.20776
   Web of Science ®Google Scholar
• Seidman, G. (2013). Self-presentation and belonging on Facebook: How personality influences social media use and motivations. Personality and Individual Differences, 54, 402–407.
   Google Scholar
• Swani, K., Brown, B. P., & Milne, G. R. (2014). Should tweets differ for B2B and B2C? An analysis of fortune 500 companies' Twitter communication. Industrial Management, 43(5), 873–881. doi:10.1016/j.indmarman.2014.04.012
   Web of Science ®Google Scholar
• Tabachnick, B. G., & Fidell, L. S. (2007). Using multivariate statistics. Boston: Pearson Education.
   Google Scholar
• Taylor, D. G., Lewin, J. E., & Strutton, D. (2011). Friends, fans, and followers: Do ads work on social networks? How gender and age shape receptivity. Journal of Advertising Research, 51(1), 258–275. doi:10.2501/JAR-51-1-258-275
   Web of Science ®Google Scholar
• Teichmann, K., Stockburger-Sauer, N. E., Plank, A., & Strobl, A. (2015). Motivational drivers of content contribution to company versus consumer hosted online communities. Psychology and Marketing, 32(3), 341–355. doi:10.1002/mar.20783
   Web of Science ®Google Scholar
• Van Doorn, J., Lemon, K. E., Mittal, V., Naβ, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266. doi:10.1177/1094670510375599
   Web of Science ®Google Scholar
• Virtanen, T., Parvinen, P., & Rollins, M. (2015). Complexity of sales situation and sales lead performance: An empirical study in business-to-business company. Industrial Marketing Management, 45, 49–58. doi:10.1016/j.indmarman.2015.02.024
   Web of Science ®Google Scholar
• Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122–146. doi:10.2753/MTP1069-6679200201
   Google Scholar
• Wallace, , E., Buil, I., de Chernatony, L., & Hogan, M. (2014). Who “Likes” you and Why? A typology of Facebook fans from “fan”-atics and self-expressives to utilitarians authentics. Journal of Advertising Research, 54(1), 92–109. doi:10.2501/JAR-54-1-092-109
   Web of Science ®Google Scholar
• Wasko, M. M., & Faraj, S. (2005). Examining social capital and knowledge contribution in electronic networks of practice. MIS Quarterly, 29(1), 35–57. doi:10.2307/25148667
   Web of Science ®Google Scholar
• Wyher, T. (2017,. February 22). Facebook's User Base is Getting Older: What Does This Mean for Marketers? Retrieved from https://www.business.com/articles/facebooks-user-base-is-getting-older-what-does-this-mean-for-marketers/
   Google Scholar
• Yadav, M. S., & Pavlou, P. A. (2014). Marketing in computer-mediated environments: Research synthesis and new directions. Journal of Marketing, 78(1), 20–40. doi:10.1509/jm.12.0020
   Web of Science ®Google Scholar
• Yang, H., & Wang, Y. (2015). Social sharing of online videos: Examining American consumers' video sharing attitudes, intent, and behavior. Psychology and Marketing, 32(9), 907–919. doi:10.1002/mar.20826
   Web of Science ®Google Scholar
• Yinlong, Z., Feick, L., & Mittal, V. (2014). How males and females differ in their likelihood of transmitting negative word of mouth. Journal of Consumer Research, 40(6), 1097–1108. doi:10.1086/674211.
   Web of Science ®Google Scholar
• Zhang, J., & Mao, E. (2016). From online motivations to ad clicks and to behavioral intentions: An empirical study of consumer to social media advertising. Psychology and Marketing, 33(3), 155–164. doi:10.1002/mar.20862
   Web of Science ®Google Scholar