Brand Actions on Social Media: Direct Effects on Electronic Word of Mouth (eWOM) and Moderating Effects of Brand Loyalty and Social Media Usage Intensity

Choi, Youngtae; Thoeni, Andrew; Kroff, Michael W.

doi:10.1080/15332667.2018.1440140

Cited by 24 publications

(23 citation statements)

References 47 publications

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“…The results are also aligned with the proposition that the use of technology to offer consistent and timely responses to customers has enhanced customer satisfaction (Iberahim et al, 2016;Islam et al, 2020). Hypothesis 2 stated that responsive brands significantly impacted WOM which was not supported in the results (β = 0.044, p = .563) and confirmed the proposition that customers want to experience the journey before speaking good words about a brand (Chaniotakis & Lymperopoulos, 2009;Choi et al, 2018;Sheng, 2019). Researchers in past suggested that convenience during the entire consumer journey plays an important role in customer word of mouth (Ahmadi, 2019;Moyes et al, 2016), hence in addition to being responsive to the customers, the marketers should plan the service support to ensure convenience to the customers, thereby negating the hypothesis that just being responsive towards customers might significantly impact word of mouth.…”

Section: Discussionmentioning

confidence: 66%

“…Similarly, Bitner et al (1990) advocates that employees' voluntary positive and welcoming response including offering service more than asked and giving special attention to customers leaves a positive memory, whereas employees' unsolicited response such as rudeness, irritation results in dissatisfactory experience. Besides, the literature also suggests that the customers' eWOM response is stimulated by the online responsiveness in the service sector, where customers are well prepared for expressing their positive experience or otherwise (Choi et al, 2018;Sheng, 2019). In this context, the speed of response is a critical factor that encourages customers to leave written feedback and comments (Sheng, 2019).…”

Section: Responsiveness In Service Qualitymentioning

confidence: 99%

See 1 more Smart Citation

Do women customers love to talk about financial brands? An empirical evidence on the mediated service responsiveness and brand sincerity in creating a positive word of mouth

Zaman

Bolia²,

Anjam

2021

Cogent Business & Management

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women customers where achieving satisfaction is not necessary; however, the responsiveness of a financial product does not directly lead to a positive WOM, rather through satisfaction. The research is novel in empirically testing and comparing the role of brand sincerity and responsiveness in generating satisfaction and positive WOM. This study provides insights for the financial product designers and marketers intending to target women-customers, by focusing on the specific consumer behavioral dimensions leading to satisfaction and positive WOM to ensure the product success.

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Section: Discussionmentioning

confidence: 66%

Section: Responsiveness In Service Qualitymentioning

confidence: 99%

Do women customers love to talk about financial brands? An empirical evidence on the mediated service responsiveness and brand sincerity in creating a positive word of mouth

Zaman

Bolia²,

Anjam

2021

Cogent Business & Management

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“…When the brand reacts to users' requests in a timely fashion, that brand's effort elicits positive attitudes and trust toward it (Rishika et al, 2013). Quick responses to consumers' inquiries and needs also increase satisfaction with the brand (Choi et al, 2018). Joyce and Kraut (2006) found that getting a response to a posting leads to continued active participation in and increased commitment to an online group.…”

Section: Responsivenessmentioning

confidence: 99%

Developing brand advocacy through brand activities on Facebook

Choi

Kroff

Kim

2021

JCM

Self Cite

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Purpose This paper aims to investigate how brands’ social media activities (credible content delivery, co-creation and responsiveness) impact brand advocacy. The paper also examines the influence of brand advocacy on purchase intentions of brand advocates and the moderating effect of the amount of time spent on Facebook on the relationship between brand advocacy and purchase intentions. Finally, the moderating effect of brand type (goods vs services) on the relationship between brands’ activities and brand advocacy is explored. Design/methodology/approach US adults who use Facebook as their primary social media platform participated in a survey via Amazon Mechanical Turk. Structural equation modeling was used to test the proposed hypotheses. Findings The three brand activities are positively related to users’ advocacy of brands toward other users. Brand advocacy also positively influences purchase intentions of brand advocates. The amount of time spent on Facebook moderates the relationship between brand advocacy and purchase intentions. The brand type moderates the relationship between co-creation and brand advocacy. Originality/value This study differs from the existing research, which has typically used a user-oriented perspective (e.g. impact of user motivations) to explain brand advocacy and has not considered the outcome of brand advocacy on the brand advocates’ purchase intentions.

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“…Customers are willing to be loyal to companies that will deliver added value in comparison to competitors' offering (Reichheld et al, 1996). When people are loyal to a brand, they show an intense positive attitude of commitment to the brand and this in effect causes them to support it (Choi et al, 2018;Lobschat et al, 2013). Erdoğmuş and Çiçek (2012) investigated the relationship between social media marketing and brand loyalty in Turkey on customers who followed at least one brand on the social media.…”

Section: Brand Loyaltymentioning

confidence: 99%

“…As social media users become emotionally and psychologically attached to a brand, they are more likely to be engaged in delivering information about it to other users (Choi et al, 2018;Yeh & Choi, 2011). This indicates that brand loyalty affects eWOM.…”

Section: Brand Loyaltymentioning

confidence: 99%

The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context

Khan¹

2019

IJMS

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Purpose -The purpose is to investigate the impact of social media marketing activities in the context of Saudi consumers of social media. A research model is developed in this study to examine the relationships.Design/methodology/approach -This research is quantitative and uses the probability sampling technique, simple random sampling. Data is collected through a questionnaire in a survey of 241 Saudi social media users. Structural equation modeling (SEM) with PLS 3 was used with SPSS 22.0 for statistical data analysis. Chi-square and overall model fit indices further confirm the structural model fit.Findings -The results indicate that social media marketing activities significantly influence brand loyalty, purchase intentions, value consciousness and brand consciousness; brand loyalty has a significant statistical impact on eWOM; eWOM influences purchase intention significantly; brand consciousness does not mediate the relationship between perceived social media marketing and brand loyalty, while value consciousness mediates this relationship.Research limitations/ future research -The research is limited to Saudi social media users and this limits the results from being generalized. Future research must be conducted in other countries. Moreover, limited research is conducted with these variables in previous studies.Originality/value -This article is pioneering in that it investigates the effects of social media marketing in the context of Saudi consumers, a topic of relevance for both marketers and scholars in the era of social media. It provides empirical evidence and valuable insights through a proposed model.

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Brand Actions on Social Media: Direct Effects on Electronic Word of Mouth (eWOM) and Moderating Effects of Brand Loyalty and Social Media Usage Intensity

Cited by 24 publications

References 47 publications

Do women customers love to talk about financial brands? An empirical evidence on the mediated service responsiveness and brand sincerity in creating a positive word of mouth

Do women customers love to talk about financial brands? An empirical evidence on the mediated service responsiveness and brand sincerity in creating a positive word of mouth

Developing brand advocacy through brand activities on Facebook

The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context

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