Electronic word-of-mouth in online brand communities: drivers and outcomes

Current study advances the understanding of electronic word-of-mouth (eWOM) in the context of online brand communities (OBC) embedded in social media. The focal concept of this thesis is OBCeWOM, which represents a behavioural manifestation of OBC engagement – a growing stream of research in the brand community literature. By connecting the two key streams of research on online consumer-to-consumer and consumer-brand interactions, the current thesis addresses the nature, drivers and outcomes of OBCeWOM in the social media setting. The study follows a sequential mixed-methods research design, where the data was first collected via 22 semi-structured interviews, followed by a survey of 652 members of social media-based OBCs. The research was divided into three studies in line with the stated research questions. Consistent with the RQ2 and RQ3, Study 1 utilised semi-structured interviews to identify the key motivations for and outcomes of OBCeWOM in the social media setting which were consequently included in the finalised conceptual framework. Following this, Study 2 relied on interview and survey data to answer the RQ1 by clarifying the dimensionality of and developing a new measurement scale for OBCeWOM. Finally, Study 3 utilised the survey data to confirm the relationships hypothesised in the conceptual model and answer the RQ2 and RQ3. Findings of this thesis confirm the multi-dimensional nature of OBCeWOM, consisting of reading, posting and sharing components and offer a new reliable measurement for eWOM in the OBC context. Results of the study further identify four key motivations of OBCeWOM in the social media setting, including getting assistance from the brand, social interaction, social expression of opinions and expressing positive emotions. Concurrently, self-expression motivation has a negative effect on OBCeWOM. Finally, this thesis confirms the role of OBCeWOM in brand trust, brand loyalty, and oppositional brand loyalty. Current research offers several theoretical, methodological and managerial implications

Self-presentation, privacy and electronic word-of-mouth in social media

Purpose: Focusing on electronic word-of-mouth (eWOM) in the context of social media communications, the study explores the nature of eWOM and the key drivers of this consumer-generated brand communication. Design/methodology/approach: The study employs inductive qualitative design, and the data has been collected via 22 semi-structured interviews with individuals who follow brands on Facebook. Findings: Building on interview data, the paper advances a conception of eWOM in the social media context and highlights that eWOM consists of a broad range of brand-related communications, which include such activities as consuming, commenting, posting, and forwarding information. The study also uncovers two major antecedents of eWOM, which are one’s concern for self-presentation and privacy. Research limitations/implications: Further research could examine additional drivers of brand-related eWOM in the context of Facebook brand pages, and investigate eWOM in other social media platforms. Practical implications: The findings have two important implications for brand management. Firstly, considering the importance of self-presentation, brands are advised to develop an in-depth understanding of the types of self-image pursued by their target audience. Secondly, given the concerns about privacy on social media, brands may carefully consider and manage the levels of privacy that should apply when communicating with their followers. Originality/value: The novel insights centre on the individual differences in eWOM activity, and the importance of one’s perceptions of self-image and privacy in explaining these differences. It seems that the propensity to engage in eWOM and the form that this communication takes are the reflections of one’s self-presentation and privacy preferences

External brand communication: a literature review of the antecedents to word-of-mouth

No abstract available

External brand communication: a literature review of the antecedents to word-of-mouth

No abstract available

Identifying the Nature of Consumer’s eWOM Activity on Facebook Brand Pages: an Exploratory Study

The purpose of the paper is to explore the nature of consumer participation in eWOM activities on Facebook brand pages. This paper aims to add to the academic literature on eWOM and brand communities by exploring consumer communication on the official and unofficial Facebook brand pages and groups. The authors also look into the interconnectedness of the members’ personal Facebook profiles and brand-related pages. The paper thereby does not limit the exploration of eWOM activity to the social media-based brand communities; but also explores the members’ brand-related communication within their broader network of ‘friends’. The study also looks into how the fans construct and project their image though their interactions with brands

Identifying the Nature of Consumer’s eWOM Activity on Facebook Brand Pages: an Exploratory Study

The purpose of the paper is to explore the nature of consumer participation in eWOM activities on Facebook brand pages. This paper aims to add to the academic literature on eWOM and brand communities by exploring consumer communication on the official and unofficial Facebook brand pages and groups. The authors also look into the interconnectedness of the members’ personal Facebook profiles and brand-related pages. The paper thereby does not limit the exploration of eWOM activity to the social media-based brand communities; but also explores the members’ brand-related communication within their broader network of ‘friends’. The study also looks into how the fans construct and project their image though their interactions with brands