• Corpus ID: 9737716

The Role of Emotions in Propagating Brands in Social Networks

  title={The Role of Emotions in Propagating Brands in Social Networks},
  author={Ronald Hochreiter and Christoph Waldhauser},
A key aspect of word of mouth marketing are emotions. Emotions in texts help propagating messages in conventional advertising. In word of mouth scenarios, emotions help to engage consumers and incite to propagate the message further. While the function of emotions in offline marketing in general and word of mouth marketing in particular is rather well understood, online marketing can only offer a limited view on the function of emotions. In this contribution we seek to close this gap. We… 

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