Elevating Customer Brand Advocacy Through Owned Social Media Content
This study examines the relationship between personal values embedded in brand-owned social media (OSM) messages and customer brand advocacy (CBA) using text mining data of tweets from Fortune 500 companies. We employ an economics approach to examine how personal values influence CBA across service...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2025-01-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
| Subjects: | |
| Online Access: | https://www.mdpi.com/0718-1876/20/1/10 |
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