Influence of WOM and content type on online engagement in consumption communities: The information flow from discussion forums to Facebook

摘要

Purpose The purpose of this paper is to examine the impact of word-of-mouth (WOM) types, WOM valence, content types and discussion topics of user posts on online engagement in two channels of a consumption community. The posts are composed by users on the discussion forum and shared to the Facebook channel of the consumption community by the administrators.