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- W3035011036 endingPage "250" @default.
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- W3035011036 abstract "Research Question: The study proposes that a sponsor’s social networking site (SNS) message has two components, articulation and interactivity, which are positively associated with a user’s sentiment (POS) and e-word-of-mouth (e-WOM). The relations are, further, moderated by the sponsor-event functional fit.Research Method: The data were collected from Twitter and the proposed relations analysed using seemingly unrelated regression. The sample size was 131 sponsors for tennis grand slam events across the years 2016–17.Findings: Significant effects of articulation on POS/e-WOM and of interactivity on e-WOM were found. The sponsor-event functional fit moderated the effect of event-focused articulation on POS/e-WOM and of interactivity on e-WOM.Implications: Besides conceptualizing a sponsor’s two SNS message components, this study examines their effect on the consumers’ online response. The importance of SNS message articulation and interactivity, contingent to a sponsor’s functional fit with the event, for creating maximum impact is discussed." @default.
- W3035011036 created "2020-06-19" @default.
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- W3035011036 date "2020-06-15" @default.
- W3035011036 modified "2023-10-04" @default.
- W3035011036 title "‘The tweeting sponsor’: effect of a sponsor’s SNS message articulation/interactivity on consumers’ online response" @default.
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- W3035011036 doi "https://doi.org/10.1080/16184742.2020.1776748" @default.
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