Original paper
Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages
Abstract
Consumer-to-consumer brand message sharing is pivotal for effective social media marketing. Even as companies join social media conversations and generate millions of brand messages, it remains unclear what, how, and when brand messages stand out and prompt sharing by consumers. With a conceptual extension of speech act theory, this study offers a granular assessment of brands’ message intentions (i.e., assertive, expressive, or directive) and...
Paper Details
Title
Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages
Published Date
Apr 9, 2018
Journal
Volume
45
Issue
5
Pages
988 - 1012
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Notes
History