TY  - JOUR 
AU  - Lahuerta Otero, Eva
AU  - Cordero Gutiérrez, Rebeca
AU  - Prieta Pintado, Fernando de la
PY  - 2018
SN  - 1468-4527
UR  - http://hdl.handle.net/10366/154836
AB  - [EN]Purpose – Due to the size and importance of social media, user-generated content analysis is becoming a key
factor for companies and brands across the world. By using Twitter messages’ content, the purpose of this
paper is to identify which...
LA  - eng
KW  - Twitter
KW  - Diffusion
KW  - Heuristic-systematic model
KW  - Perceived purchased value
KW  - Popularity
KW  - Purchase involvement
TI  - Retweet or like? That is the question
DO  - 10.1108/OIR-04-2017-0135
T2  - Online Information Review
VL  - 42
M2  - 562
ER  -