Earticle

초록

영어

The current trend shows that consumers are increasingly looking for relevant information on online social media platforms and looking at eWOM of relevant brands or services before choosing goods or services. This kind of behavior has gradually become an important factor in consumers’ consuming intention and has more and more influence on operators. This study defines "explosive text" as descriptive text that can attract consumer interest. “Explosive image” usually refers to an image that is exaggerated and attractive, which can attract consumers ‘attention, arouse interest and leave a deep impression in a short period of time. This kind of advertisement usually uses bright colors and strong contrast to highlight the characteristics and advantages of the product. We will explore the role of explosive text/image comments in eWOM communication. Meanwhile, consumer emotional and cognitive responses have a positive impact on their recommend intention, consumer satisfaction, user-generated content and digital engagement.

목차

Abstract
Introduction
Methods
Research Methodology
Data analysis and result
Conclusion
Implications
Limitations
References

저자

• Liwan Liu [ 순천향대학교 경영학과 ]
• Jaewon Choi [ 순천향대학교 ]

참고문헌