Journal of Advertising Research: Consumer Behavior Article Summary

This report summarizes an article from the Journal of Advertising Research that investigates how brands can induce consumer e-WOM behavior through Facebook posts. The study, which analyzed posts from Fortune 100 companies, used a quantitative methodology and regression analysis to identify the effectiveness of informational and emotional message strategies. The research found that factors such as photos, videos, brand names, hashtags, positivity, subjectivity, and social words positively influence likes and comments, while links showed a negative correlation with likes and positivity showed a negative correlation with comments. The findings suggest that marketers can enhance brand promotion and consumer engagement by tailoring Facebook posts to incorporate these elements, thereby fostering a positive relationship with consumers and increasing their visibility in the market. The research is generalizable, as it applies to various companies aiming to reach a wider audience through social media.

Running head: CONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR
Name of the Student
Name of the University
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Authors: Taemin Kim, Hyejin Kim and Yunhwan Kim
Year: 2019
Journal name: Journal of Advertising Research
Title of Article: How Do Brands' Facebook Posts Induce Consumers' E-Word-of-Mouth
Behavior? Informational Versus Emotional Message Strategy: A Computational Analysis.
Summary:
The research article aims to explore how consumer's e-WOM Behavior
can be triggered through attention-catching Facebook posts. The researchers
sought to find the characteristics in brand posts that make them stand out.
The methodology that was adopted as computational analysis of Facebook
posts of 46 companies from the Fortune 100 list. The independent variables
were analyzed first quantitatively, and then through regression analysis, it
was seen which of the factors are most effective in driving more consumers
towards the post. The research revealed that all the factors are effective in
inducing consumers' e-WOM Behavior. Thus brands should make their posts
according to these findings if they want to reach out to the maximum
audience and gain success.
Hypotheses:
The study rested upon a total number of 7 Hypotheses to find out
which strategy proves to be the most effective one in attaining consumer's
attention and engagement. These seven hypotheses are, A brand post

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containing a (1)photo or video, (2)brand name, (3)URL link, (4)hashtag,
(5)positivity, (6)subjectivity and (7)social words generate a more significant
number of (a) likes and (b) positive comments than brand posts without
these factors.
Theoretical Background and consumer behavior concepts:
The main theoretical framework behind the study was to identify the
effectiveness of informational and emotional message strategies on
consumer's e-WOM Behavior. E-WOM behaviors are the ones that make
consumers interact and communicate about the company with their friends
and family through social media. Hence, their behavior helps companies to
gain success and promotion in the market and generate revenues.
Method (quant/qualitative, survey, interview, experiment):
A quantitative methodology was used to compute the total number of
occurrences of the seven independent and two dependent factors on
different brand posts. Afterward, Regression Analysis was carried out to
identify the relationship between independent and dependent variables. A
positive correlation between the variables increased the probability of
consumers' e-WOM Behavior, and a negative relationship decreased the
probability of consumers' e-WOM Behavior.
Independent Variables:
1. Usage of a photo or video

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2. Usage of a brand name
3. Usage of a link
4. Usage of a hashtag
5. Positivity of the post
6. Post subjectivity
7. Social-processing words
Dependent Variables:
1. Number of likes
2. Number of comments
Main Findings:
After the Regression Analysis, the main findings of the research were,
1. Usage of a photo or video, use of a brand name, usage of a hashtag, post
positivity, post subjectivity, social-processing words showed a positive
relationship with the number of likes.
2. The usage of the link showed a negative correlation with the number of
likes.
3. Use of a photo or video, use of a brand name, the purpose of the link, use
of a hashtag, post subjectivity, social-processing words showed a positive
correlation with the number of comments.
4. The use of post positivity showed a negative correlation with the number
of likes.
Contribution to the field of marketing:

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The study has provided evidence that e-WOM behaviors can increase
the visibility of brands' Facebook posts, thus increasing their promotion. In
this way, the research helps the marketers to increase the promotion of their
products and, consequently, sales by making Facebook posts in light of the
factors mentioned above. The research also helps marketers to develop a
healthy and positive relationship with their consumers.
Is this research generalizable? Why? Why not?:
Yes, the research is generalizable as all the companies, no matter they
are brands, cementing factories, or related to sports, can apply the findings
to promote themselves. It is the best way to reach out maximum audience as
social media is the most used tool in today's world, and it is also easier for
the audience to know about the services that are provided by the company.
Every company can promote their business by making Facebook posts
according to the findings of this research.

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References and Bibliography
Kim, T., Kim, H., & Kim, Y. (2019). How Do Brands' Facebook Posts Induce Consumers'e-
Word-of-Mouth Behavior?: Informational versus Emotional Message Strategy: A
Computational Analysis. Journal of Advertising Research, 59(4), 402-413.