Question: https://academic.oup.com/jcr/article-abstract/49/3/473/6463636 Read the Journal of Consumer Research article called Tweets We Like Aren't Alike: Time of Day Affects Engagement with Vice and Virtue Tweets 1.

https://academic.oup.com/jcr/article-abstract/49/3/473/6463636

Read the Journal of Consumer Research article called "Tweets We Like Aren't Alike: Time of Day Affects Engagement with Vice and Virtue Tweets" 1. What is the core argument/prediction? What are the IV(s) and DV(s)? 2. What is the rationale behind their arguments? 3. What consumer behavior theories/concepts do the authors use to back up their predictions? 4. What are the managerial implications of the findings?

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