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Journal ArticleDOI

Social eWOM: does it affect the brand attitude and purchase intention of brands?

27 Mar 2017-Management Research Review (Emerald Publishing Limited)-Vol. 40, Iss: 3, pp 310-330
TL;DR: In this paper, a survey-based empirical study was conducted to examine the influence of social eWOM on brand attitude and purchase intention of consumers using Structural Equation Modeling (SEM).
Abstract: Purpose The purpose of this paper is to examine how user-generated positive social electronic word-of-mouth (eWOM) via Facebook affects brand attitude and, consequently, influences purchase intention of smartphones. The spending patterns of consumers, particularly decision-makers, have been affected to a substantial degree by the strong presence of brands on the web. eWOM, one among the shape of net product reviews, exercises extensive influence not only on the consumers’ attitude towards the brand but also impacts their buying intentions. Design/methodology/approach A survey-based empirical study was conducted to examine the influence of social eWOM on brand attitude and purchase intention of consumers. Structural equation modeling (SEM) was applied using data collected from 311 respondents comprising users of Facebook. Findings The research established that user-generated positive eWOM on social networking site, Facebook significantly influences brand attitude and purchase intention of consumer electronics. Research limitations/implications The data set used for the study limits generalizing of results, as the data are not representative across industries or across all social media applications. The study provides a useful and interesting insight into the theory and practice of eWOM. It shows how social eWOM, an emerging communication tool, not only helps twenty-first century marketers in reaching customers, but how it also plays a vital role in affecting brand attitude and purchase intention of products. Originality/value This paper provides useful and valuable insights into the relationship between social eWOM, brand attitude and purchase intention of consumer electronics, an area that largely remains unexplored. The study can also be replicated for other products or services for future research.
Citations
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Journal ArticleDOI
TL;DR: In this paper, the authors investigated a comprehensive moderated mediated mechanism for enhancing m-banking adoption behavior through positive eWOM triggers using the elaboration likelihood model (ELM).

140 citations

01 Jun 2008
Abstract: ABSTRACT For decades, marketers have trumpeted the importance of word of mouth in influencing purchase choice, but have still spent billions on brand advertising—without any proof of the link between the two. Using newly available data, we sought to resolve this contradiction by searching for the “missing link” between positive word of mouth about brands and brand advertising. We also tested the relationship between advertising and measurable behaviors of brand interest—namely, brand searches and website visits. The analysis involved 35 brands over a 26-week period using six sources of data. The results indicate that brands should redouble their efforts in using advertising to grow brand advocacy through the integration of online and offline branded consumer contact points.

129 citations

Journal ArticleDOI
TL;DR: In this paper, the authors used bibliometric analysis and systematic review to analyze electronic word-of-mouth (eWOM) research and found that the contributors to the field have preferred mixed research designs with more focus on theory building.

126 citations

Journal ArticleDOI
TL;DR: In this paper, the authors investigated the impact of social media marketing elements, namely entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness, on consumer-brand engagement and brand knowledge.
Abstract: This paper investigates the impact of social-media marketing elements, namely entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness, on consumer–brand engagement and brand knowledge.,Using an online survey, the study collects data in Hong Kong from 214 experienced social-media users, as indicated by their consumption of a durable technology product, a smartphone. We used partial least squares structural equation modelling (PLS–SEM) to test the links between social-media marketing elements, consumer–brand engagement and brand knowledge.,The results reveal that interaction, electronic word-of-mouth and trendiness are the key elements directly influencing consumer brand engagement, then strengthening brand awareness and brand knowledge. This contrasts with the non-significant results found for the influence of entertainment and customisation on consumer–brand engagement.,Having cross-sectional nature, the study focuses on one single product, smartphones, at one location, Hong Kong. Future research may enhance the generalisability of the findings by replication in other countries with diverse cultures, such as countries in Latin America and Africa and examine other industries and other products, such as the service sector and convenience products with a low involvement level.,Marketers may strengthen consumer–brand engagement by using content that is trendy, along with encouraging interaction and positive EWOM on social-media platforms, in order to build strong and positive brand knowledge in consumers' minds.,This study contributes to the branding literature by providing an understanding of the role of social-media marketing elements in the brand-building process. Social media is a marketing channel recognised by its effectiveness in communicating brand-related information and its role as a means to stimulate consumers' brand engagement and brand knowledge. However, how effective these elements are for these purposes remains to be established. By empirically testing a theoretical model, this study confirms that specific social-media marketing elements, namely interaction, EWOM and trendiness, are critical drivers in the brand-building process in Hong Kong.

116 citations

Journal ArticleDOI
TL;DR: In this paper, the authors developed a conceptualized model that illuminates the role of luxury perceptions in explaining consumer engagement in social media WOM and luxury purchase intention, and explored the moderating effects of consumer demographic characteristics and perceived social status.

107 citations

References
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TL;DR: This publication contains reprint articles for which IEEE does not hold copyright and which are likely to be copyrighted.
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Journal ArticleDOI
TL;DR: A classification of Social Media is provided which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds.

13,932 citations