Social media listening is the practice of collecting and analyzing user comments on social media in an effort to assess consumer sentiment surrounding a particular brand. In this research, we contribute to the social media listening research and propose a brand favorability measure, based on...

In the offline world, firms often benefit from responding to consumer complaints. However, the effect of responding to negative comments on social media in the online environment is unclear. A direct firm response may address the negative experience and reduce similar complaints, but such...

Social media platforms have been used by firms for a variety of purposes including for attracting new customers, communicating with existing customers, building firms' brand image, among others. However, there is very little research on the content strategies adopted by traditional rival firms...