Brand Actions on Social Media: Direct Effects on Electronic Word of Mouth (eWOM) and Moderating Effects of Brand Loyalty and Social Media Usage Intensity
Document Type
Article
Publication Date
1-2-2018
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.
Publication Title
Journal of Relationship Marketing
Volume
17
Issue
1
First Page
52
Last Page
70
Digital Object Identifier (DOI)
10.1080/15332667.2018.1440140
ISSN
15332667
E-ISSN
15332675
Citation Information
Choi, Thoeni, A., & Kroff, M. W. (2018). Brand Actions on Social Media: Direct Effects on Electronic Word of Mouth (eWOM) and Moderating Effects of Brand Loyalty and Social Media Usage Intensity. Journal of Relationship Marketing (Binghamton, N.Y.), 17(1), 52–70. https://doi.org/10.1080/15332667.2018.1440140