The role of online brand community engagement on positive or negative self-expression word-of-mouth

被引：20
|
作者：
Correia Loureiro, Sandra Maria [1 ]
Kaufmann, Hans Ruediger [2 ,3 ]
机构：
[1] IUL, ISCTE, UNIDE, Mkt Operat & Gen Management Dept,BRU, Lisbon, Portugal
[2] Univ Appl Management Studies, Mannheim, Germany
[3] Univ Nicosia, Nicosia, Cyprus
来源：
COGENT BUSINESS & MANAGEMENT | 2018年 / 5卷 / 01期
关键词：
online brand community engagement; hate brand communities; love brand communities; consumption-focused self-expression word-of-mouth;
D O I：
10.1080/23311975.2018.1508543
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The aim of this research is to explore how online engagement influences positive versus negative consumption-focused self-expression word-of-mouth. Three brands are selected to be the focus of the study (Starbucks, Apple, and McDonald's), and six online brand communities of these brands participated. The online questionnaire was distributed to those communities and filled in by 600 members of the respective love and hate brand communities. Affection (passion/aversion) is the motivational factor that leads community members of both types (love and hate) to be active in commenting and writing reviews about the product/brand. In hate brand communities, connecting negatively influences consumption-focused self-expression word-of-mouth, whilst brand influence has a positive effect on it.
引用
收藏
页数：24
相关论文
共 50 条
  • [1] Brand equity dilution through negative online word-of-mouth communication
    Bambauer-Sachse, Silke
    Mangold, Sabrina
    [J]. JOURNAL OF RETAILING AND CONSUMER SERVICES, 2011, 18 (01) : 38 - 45
  • [2] The impact of brand familiarity, customer brand engagement and self-identification on word-of-mouth
    Acharya, Anitha
    [J]. SOUTH ASIAN JOURNAL OF BUSINESS STUDIES, 2021, 10 (01) : 29 - 48
  • [3] How Online Communities Affect Online Community Engagement and Word-of-Mouth Intention
    Al-Khasawneh, Mohammad
    Al-Haddad, Shafig
    Sharabati, Abdel-Aziz Ahmad
    Al Khalili, Hebatallah Hisham
    Azar, Lana Laith
    Ghabayen, Farah Waleed
    Jaber, Leen Mazen
    Ali, Mariam Husam
    Masa'deh, Ra'ed
    [J]. SUSTAINABILITY, 2023, 15 (15)
  • [4] Negative word-of-mouth and applicant attraction: The role of employer brand equity
    Stockman, Sara
    Van Hoye, Greet
    Veiga, Serge da Motta
    [J]. JOURNAL OF VOCATIONAL BEHAVIOR, 2020, 118
  • [5] The manifestation of brand engagement in self-concept through customer word-of-mouth behavior
    Leckie, Civilai
    Nyadzayo, Munyaradzi W.
    Johnson, Lester W.
    [J]. JOURNAL OF STRATEGIC MARKETING, 2023, 31 (08) : 1379 - 1396
  • [6] Asymmetric conformity to positive and negative word-of-mouth
    Shen, Henry Hang
    Tu, Christy Ke
    [J]. PROCEEDINGS OF 2017 CHINA MARKETING INTERNATIONAL CONFERENCE: MARKETING STRATEGY IN THE SHARING ECONOMY: LOCALIZATION AND GLOBALIZATION, 2017, : 100 - 124
  • [7] The Factors of Online Negative Word-of-mouth Disseminating
    Lei, Lei
    [J]. PROCEEDINGS OF THE 2009 INTERNATIONAL CONFERENCE ON PUBLIC ECONOMICS AND MANAGEMENT ICPEM 2009, VOL 6: COST BENEFITS ANALYSIS, 2009, : 95 - 99
  • [8] The Effect of Brand Image, Brand Love on Brand Commitment and Positive Word-of-Mouth
    Tri Cuong Dam
    [J]. JOURNAL OF ASIAN FINANCE ECONOMICS AND BUSINESS, 2020, 7 (11): : 449 - 457
  • [9] A dynamic analysis of the effects of word-of-mouth on online brand communities
    Herrera, Milton M.
    Leon, Leonela S.
    Vargas-Ortiz, Lorena K.
    [J]. SUMA DE NEGOCIOS, 2018, 9 (20) : 77 - 85
  • [10] The role of advertising and positive word-of-mouth in fabric brand equity: The mediating effect of brand awareness and brand image
    Appiadu, Dora
    Senayah, William Kwesi
    Gadegbeku, Cynthia
    [J]. GHANA SOCIAL SCIENCE JOURNAL, 2023, 20 (01): : 39 - 57
12345