Do Online Gossipers Promote Brands?

Abstract

Online gossip has been recognized as small talk on social networking sites (SNSs) that influences consumer behavior, but little attention has been paid to its role. This study makes three theoretical predictions: (a) propensity to gossip online leads to greater information value, entertainment value, and friendship value; (b) upon exposure to a high-involvement product, online gossipers are more willing to spread such information through electronic word-of-mouth (eWOM) in search of prestige or fame as a knowledge expert; and (c) this tendency will be more pronounced when they are connected with strong ties (rather than weak ties) and belong to a large network (rather than a small network). An experimental survey was conducted with a scenario method. In total, 818 general consumers participated in the survey. A multivariate analysis of variance (ANOVA) provides empirical support for prediction (1). With regard to predictions (2) and (3), a series of three-way and two-way between-subjective ANOVAs were performed. When a high-involvement product is promoted, gossipers, rather than nongossipers, are more willing to participate in eWOM on an SNS. Furthermore, a significant interaction effect indicates that online gossipers' willingness to particiapte in eWOM would be more pronounced if they belonged to a large network rather than a small network. However, when a low-involvement product is promoted, no interaction effect is found between online gossip and network size. In closing, theoretical and managerial implications are discussed, while important limitations are recognized.

Antecedents of attitudes toward eWOM communication: differences across channels

“…Word of mouth (WOM) communication, and particularly electronic WOM (eWOM), has attracted researchers’ attention and has been intensely discussed in the academic literature (Godes and Mayzlin, 2004; Hennig-Thurau et al , 2010; De Matos and Rossi, 2008; Libai et al , 2010; Mathwick et al , 2008; Sandes and Urdan, 2013; Okazaki et al , 2013; Trusov et al , 2009; Zhang et al , 2011). Despite this academic interest, attitudes toward eWOM communication have been rather neglected.…”

Identity and destination branding among residents: How does brand self‐congruity influence brand attitude and ambassadorial behavior?

“…The list of measurements developed from the literature (BAB: Kim, Han, & Park, ; Kemp et al, ; Konečnik Ruzzier & Petek, ; Lin, ; Okazaki, Rubio, & Campo, ; Taylor & Todd, ; Verhoef, Franses, & Hoekstra, ; Vijayasarathy, ; brand attitude: Helgeson & Supphellen, ; Hohenstein, Sirgy, Herrmann, & Heitmann, ; and self‐congruity: Hohenstein et al, ) was amended and recompiled on the basis of the findings and the subsequent review of the panel of experts.…”

Motives behind Networking on Social Media and Subsequent Gossip Propensity: A Causal Analysis

“…People do social networking to satisfy four motives (Okazaki, Ph, Rubio, & Campo, 2012). They expect and retrieve, refine and use information, expand their friendship circle to acquire pleasure and to get entertained and finally to seek psycho-social esteem (Contractor & DeChurch, 2014).…”

“…Social networking sites and computer mediated communications provides extra opportunities to build relationships in limited time as compared to making real life friends (Banerjee, Chandrasekhar, Duflo, & Jackson, 2014;Kotler & Keller, 2014;Okazaki et al, 2012). Making friends on internet is quick and easy.…”