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Thursday, November 12 • 1:30pm - 2:45pm
Concurrent Breakout Session #3: Social Media and eWOM in Retailing

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Presider: Wi-Suk Kwon, Auburn University

Let Me Tell You a Story!: Effects of Electronic Word-of-Mouth on Brand Value Co-Creation and Brand Trust in Social Media, Christin Seifert and Wi-Suk Kwon, Auburn University, USA

User-generated Content across Social Media: An Apparel vs. Service Brand Comparison, Songyee Hur and Sejin Ha, University of Tennessee Knoxville, USA

Consumers' Narrative Transportation on Social Media: A Study of Instagram of Fashion Brands, Ran Huang and Sejin Ha, University of Tennessee Knoxville, USA; and Jee-Sun Park, Incheon National University, South Korea

How Consumers Form Attitude towards A Brand's Facebook Page from Friends' "Likes", Md Sanuwar Rashid and Wi-Suk Kwon, Auburn University, USA

Thursday November 12, 2015 1:30pm - 2:45pm MST
Zia A

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