Title

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

Subject Area

ARRAY(0x55699a050100)

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

Share

COinS