Question: Exercise 2: A recent study has investigated the effect of Twitter User-Generated Content (UGC) sentiment on the market value of the firm. This study

Exercise 2: A recent study has investigated the effect of Twitter User-Generated Content (UGC) sentiment on the market value of the firm. This study developed and tested a conceptual framework, which posits that (1) volume of UGC mediates the relationship between UGC sentiment and the market value of the firm, (2) two firm factors ('firm participation on social media and 'type of business) moderate the relationship between UGC sentiment and UGC volume. For this situation: 1. Develop the research statement of the scenario above (i.e., objective + 2 questions) 2. Develop the conceptual model. 3. Then state the alternate non-directional hypotheses of your conceptual framework.

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