Article History
Accepted: 4 November 2022
First Online: 9 December 2022
Declarations
: Sam Hui served as a paid consultant of the company that provided the social media listening data. This research did not receive funding from the data provider.
: Ye Hu and Ming Chen certify that they have no relevant financial interests to disclose.
: All authors certify that they have no relevant non-financial interests to disclose.
: Study 2 (the Qualtrics experiment) was funded by the Department of Marketing at the University of North Carolina, Charlotte.
: Study 2 was approved by the Institutional Research Board at the University of North Carolina, Charlotte.