The effect of emotional positivity of brand-generated social media messages on consumer attention and information sharing - Oliveira, João S.; Ifie, Kemefasu; Sykora, Martin; Tsougkou, Eleni; Castro, Vitor; Elayan, Suzanne (Journal of business research, 2022)
Keywords: Brand emotions; Brands; Communication effectiveness; Message positivity; Social media; Twitter; Brands; Communication effectiveness; Twitter; Brand emotions; Message positivity; Social media