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Matches in SemOpenAlex for { <https://semopenalex.org/work/W2010191348> ?p ?o ?g. }

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• W2010191348 abstract "Twitter, the popular microblogging site, has received increasing attention as a unique communication tool that facilitates electronic word-of-mouth (eWOM). To gain greater insight into this potential, this study investigates how consumers’ relationships with brands influence their engagement in retweeting brand messages on Twitter. Data from a survey of 315 Korean consumers who currently follow brands on Twitter show that those who retweet brand messages outscore those who do not on brand identification, brand trust, community commitment, community membership intention, Twitter usage frequency, and total number of postings." @default.
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• W2010191348 date "2014-08-01" @default.
• W2010191348 modified "2023-10-17" @default.
• W2010191348 title "Brand followers’ retweeting behavior on Twitter: How brand relationships influence brand electronic word-of-mouth" @default.
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• W2010191348 doi "https://doi.org/10.1016/j.chb.2014.04.020" @default.
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