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Retweet or like? That is the question
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2018
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Lahuerta Otero, Eva // Cordero Gutiérrez, Rebeca // Prieta Pintado, Fernando de la
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Emerald
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1468-4527
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Eva Lahuerta-Otero, Rebeca Cordero-Gutiérrez, Fernando De la Prieta-Pintado, (2018) "Retweet or like? That is the question", Online Information Review, Vol. 42 Issue: 5, pp.562-578, https:// doi.org/10.1108/OIR-04-2017-0135
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Online Information Review, Vol. 42 Issue: 5, pp.562-578, https:// doi.org/10.1108/OIR-04-2017-0135
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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 elements of the messages enable tweet diffusion and facilitate eWOM
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Attribution-NonCommercial-NoDerivs
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