Jakic, Ana; Wagner, Maximilian Oskar; Meyer, Anton - In: Journal of Service Management 28 (2017) 3, pp. 418-441
Purpose Social media encourage interactions between customers and brands. Concerning the cues utilized during social media interactions, verbal cues (i.e. the language used) gain importance, since non-verbal and paraverbal cues are hard to convey via social media. Looking at interpersonal...