Brand Actions on Social Media: Direct Effects on Electronic Word of Mouth (eWOM) and Moderating Effects of Brand Loyalty and Social Media Usage Intensity

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2018-01-02 DOI:10.1080/15332667.2018.1440140

Youngtae Choi, Andrew Thoeni, Michael W. Kroff

引用次数: 17

Abstract

ABSTRACT Most existing social media research has been user focused. This study looks at social media from the brand's perspective by testing (1) theoretical links between brand-action antecedents and positive electronic word of mouth (eWOM); and (2) how brand loyalty and social media usage intensity moderate the relationships between the antecedents and eWOM. Using structural equational modelling from 290 Facebook users, we find empirical support for three brand action constructs (personalization, responsiveness, and transparency) to eWOM. We also find the moderating effects of social media usage intensity and brand loyalty on the relationship between responsiveness and eWOM. Theoretical and managerial implications for these findings are discussed.

查看原文本刊更多论文

社交媒体上的品牌行为：对电子口碑的直接影响以及品牌忠诚度和社交媒体使用强度的调节作用

大多数现有的社交媒体研究都是以用户为中心的。本研究从品牌的角度来看待社交媒体，通过测试(1)品牌行为前因与积极的电子口碑(edom)之间的理论联系;(2)品牌忠诚度和社交媒体使用强度如何调节先行词与eom的关系。利用290名Facebook用户的结构方程模型，我们发现三个品牌行动结构(个性化、响应性和透明度)对eom的实证支持。我们还发现社交媒体使用强度和品牌忠诚度对响应性与eom的关系有调节作用。对这些发现的理论和管理意义进行了讨论。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.