Brand Actions on Social Media: Direct Effects on Electronic Word of Mouth (eWOM) and Moderating Effects of Brand Loyalty and Social Media Usage Intensity
作者: Youngtae ChoiAndrew ThoeniMichael W. Kroff
作者单位: 1Department of Marketing & Logistics , Coggin College of Business, University of North Florida , Jacksonville , FL , USA
2School of Business, Department of Management, Marketing and Hospitality , Southern Utah University , Cedar City , UT , USA
刊名: Journal of Relationship Marketing, 2018, Vol.17 (1), pp.52-70
来源数据库: Taylor & Francis Journal
DOI: 10.1080/15332667.2018.1440140
关键词: Brand loyaltyElectronic word of mouth (eWOM)FacebookSocial mediaSocial media usage intensity
原始语种摘要: ABSTRACT(#br)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.
全文获取路径: Taylor & Francis  (合作)

  • usage 使用率
  • antecedents 经历
  • brand 黑穗病
  • loyalty 忠实
  • social 群居的
  • moderating 减速的
  • managerial 经理的
  • equational 相等的
  • empirical 经验的
  • between 在中间