Posts that attract millions of fans: The effect of brand-post congruence
作者：
Highlights：
• This study distinguishes brand’s Facebook posts from levels of congruence.
• Low congruence posts on experience brands’ pages generate less interaction intention.
• High congruence posts of credence brands’ pages yield lower interaction intention.
• Brand involvement moderates the effect of congruence on interaction intention.
• Intention to interact with brand posts significantly predicts brand attitude.
摘要
•This study distinguishes brand’s Facebook posts from levels of congruence.•Low congruence posts on experience brands’ pages generate less interaction intention.•High congruence posts of credence brands’ pages yield lower interaction intention.•Brand involvement moderates the effect of congruence on interaction intention.•Intention to interact with brand posts significantly predicts brand attitude.
论文关键词：Brand attitude,Brand involvement,Brand type,Congruence,Facebook Pages
论文评审过程：Received 23 June 2017, Revised 29 December 2017, Accepted 29 December 2017, Available online 30 December 2017, Version of Record 26 March 2018.
论文官网地址：https://doi.org/10.1016/j.elerap.2017.12.010
