Does social climate influence positive eWOM? A study of heavy-users of online communities.

Mafé, Carla Ruíz; Bigné‐Alcañiz, Enrique; Blas, Silvia Sanz; Tronch, Jose

doi:10.1016/j.brq.2017.12.001

Cited by 28 publications

(25 citation statements)

References 90 publications

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“…The second group in the literature reports on the social interaction in brand communities and drivers to participation in these communities (Kang et al, 2014;Badrinarayanan and Sierra, 2018;Ruiz et al, 2018;Snyder and Newman, 2019), the roles that consumers play in brand communities (Özbölük and Dursun, 2017;Veloutsou and Black, 2019), and practices that can lead to the increase of participation and trust in the community (Casaló et al, 2008;Kang et al, 2014). These two bodies of literature have similarities in the way they approach brand-related collectives.…”

Section: Brands As Relationship Builders: Individual and Collective Perspectivementioning

confidence: 99%

Brands as relationship builders in the virtual world: A bibliometric analysis

Veloutsou

Mafé

2020

Electronic Commerce Research and Applications

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Given the growing role of brands as relationship partners and relationship facilitators and the preeminence of the online environment for consumers, this article contributes to the understanding of virtual brand-centric relationships by presenting the first bibliometric mapping analysis of the academic research into the topic from its conception until 2018. Using keyword co-occurrence, it examines 585 records and identifies the most productive countries, journals, influential authors and papers, and research clusters. With 96% of the published records appearing between 2010-2018, this analysis revealed that the field is emergent. The research primarily originates from authors based in the USA, China and the UK. It also is highly fragmented, with papers being published in information management and marketing/branding journals, with cross-citations lacking. In addition, its foundations rest on a small number of works published in a handful of journals by just a few academics. The analysis also identified three main clusters of keywords: (a) identity, feelings and relationship outcomes; (b) relational elements; and (c) relationship facilitation. This bibliometric analysis brings insights together from different research streams, adds to the categorization of the literature on the topic, and provides promising future research directions in terms of research areas and strategies.

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Section: Brands As Relationship Builders: Individual and Collective Perspectivementioning

confidence: 99%

Brands as relationship builders in the virtual world: A bibliometric analysis

Veloutsou

Mafé

2020

Electronic Commerce Research and Applications

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“…The value of social media platforms such as Instagram allows consumers to improve brand awareness, influence brand image and state their preferences for specific brands. Social media websites can be a source of social influence as consumers may embark on the perception and judgement of others in consumer decision making (Djafarova and Rushworth 2017 ; Lee et al 2018 ; Ruiz-Mafe et al 2018 ). From a marketing perspective, social behaviour and how consumers think have traditionally been disseminated by media such as television, radio, newspapers and magazines.…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa

et al. 2021

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Graphic abstract Renewed interest in gender-sensitive studies focussing on fashion brands marketing communications across diverse cultures and generational cohorts of consumers has heightened the need for uniqueness when developing marketing strategies for fashion brands in both domestic and international markets. Following that, we surveyed 1,329 Sub-Saharan African female Instagram users to investigate the mediating role of consumer satisfaction concerning the relationships between perceived usefulness, enjoyment and intentions to follow and recommend brands’ Instagram accounts and their invariance across three generations. We tested hypotheses using the Partial-Least-Squares Structural Equation Modelling and conducted emotion and sentiment analyses. We found that satisfaction fully translates the positivity of usefulness and enjoyments into higher intention to follow and recommend amongst the female Instagram users surveyed. Usefulness effects on satisfaction are more intense amongst Generation X. However, Generation Z developed a stronger intention to follow. Generations Y and Z are more likely to recommend than Generation X based on a positive experience. Satisfaction is a stronger transmitter of usefulness indirect effects onto following intentions amongst Generation X than its descendants who express intention to recommend due to indirect enjoyment effects conveyed via satisfaction. Finally, sentiment and emotion analyses of the users’ comments were reported using a natural language-processing method.

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“…En el trabajo de Hernández-Méndez, Muñoz-Leiva y Sánchez-Fernández (2015) se hace referencia a dos comunidades virtuales como TripAdvisor y Minube, usadas cada día más por el consumidor para la elección de sus viajes. Dada la importancia reciente de dichas comunidades virtuales en la actualidad en España (Lee y Hyun 2018;Ruiz-Mafe et al 2018), hemos considerado de interés profundizar en ellas.…”

Section: The Influence Of Websites On Online Reputation: the Case Of unclassified

La Influencia De La Web en La Reputación Online: El Caso De Tripadvisor Y Minube

Manzano

Fernández

Casado‐Aranda

2018

RITUREM

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El turismo en España representa el principal sector económico del país y se posiciona como un gran impulsor de arrastre de nuestra economía. El auge de las nuevas tecnologías y el proceso de digitalización (conocido como Web 2.0) está teniendo importantes repercusiones en la forma con que las organizaciones turísticas ofrecen sus servicios y los clientes interactúan con ellas. El presente trabajo pretende explorar la importancia de la Web en la generación de una reputación online en las empresas del sector turístico. Concretamente, compara la influencia de dos plataformas de comunidades virtuales de viajeros (Tripadvisor y MiNube) como generadoras de contenido de recomendaciones en la creación de la imagen y reputación de un destino turístico. El usuario como generador de contenido se convierte entonces en una pieza fundamental para dar valor a las empresas del sector. Es aquí donde la sociología del turismo ocupa un papel fundamental en el estudio del nuevo turista en el entorno de la Travel 2.0. Los resultados del estudio corroboran la importancia del contenido web generado por usuarios como factores clave en la reputación del destino turístico y relevancia en la gestión de los viajes.

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Does social climate influence positive eWOM? A study of heavy-users of online communities.

Cited by 28 publications

References 90 publications

Brands as relationship builders in the virtual world: A bibliometric analysis

Brands as relationship builders in the virtual world: A bibliometric analysis

A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa

La Influencia De La Web en La Reputación Online: El Caso De Tripadvisor Y Minube

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