Examining ePWOM-purchase intention link in Facebook brand fan pages: Trust beliefs, value co-creation and brand image as mediators

Kunja, Sambashiva Rao; Rao, B. Maheshwar; Acharyulu, Gvrk

doi:10.1016/j.iimb.2021.11.002

Cited by 24 publications

(44 citation statements)

References 65 publications

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“…Attribution theory studies the processes that explain the individual's perception of events and their consequences on the individual's behavior. In the social media context, scholars applied this theory to argue that favorable attitudes toward co-creation depend on how participants make attributions about the motives behind a co-creation (Rao et al. , 2021).…”

Section: Resultsmentioning

confidence: 99%

“…Examples include the works of Sarmah et al (2018) and Frempong et al (2020). In addition, other theories are also applied in the reviewed studies to predict the behavior of users from intention to actual behavior in co-creation process, such as: the technology acceptance model (Seifert and Kwon, 2020;Cheung et al, 2020) and the theory of reasoned action (Kennedy and Guzman, 2017;Rao et al, 2021).…”

Section: Theoretical Perspectives Of Included Studiesmentioning

confidence: 99%

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Customer brand co-creation on social media: a systematic review

Tan

Hoang

2022

MIP

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PurposeThis study aims to map existing literature on customer brand co-creation (CBC) in the context of social media and highlight multiple avenues for future research.Design/methodology/approachA systematic literature review (SLR) was used to identify relevant articles in Scopus and ISI Web of Science (WoS) databases to get access to the articles. The final sample of 59 articles on CBC on social media published from 2009 to 2021 was selected for review.FindingsThe findings clarified the conceptualization of CBC and revealed three groups of theories, seven groups of antecedents and two groups of consequences. Then, these components were synthesized into an integrative framework as a basis for further developing this research area.Originality/valueThe findings contribute to the implementation of branding strategies aimed at involving customers in co-creating value for the brand.

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Section: Resultsmentioning

confidence: 99%

Section: Theoretical Perspectives Of Included Studiesmentioning

confidence: 99%

Customer brand co-creation on social media: a systematic review

Tan

Hoang

2022

MIP

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“…Hollebeek, Glynn, & Brodie, 2014;Sashi, 2012). Positive words using social media marketing or electronic word of mouth (e-WOM) mediate to increase customer engagement to increase the intensity of consumer purchases due to trust, shared value creation, and brand image (Rao, Rao, & Acharyulu, 2021). Therefore, the theory of reasoned action is considered appropriate to be a reference in knowing the intensity to behave.…”

Section: Figure 1 Digital Around the Worldmentioning

confidence: 99%

Mediating Role of Customer Engagement: Brand Image Enhancement from Social-Media Marketing

Panjaitan¹

2022

JMP

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To be more competitive, the growth of the creative economy requires customer interaction. This necessitates the use of social media marketing as an efficient marketing platform for products or services based on the existing brand image. The purpose of this study was to examine the role of customer engagement in mediating brand image from relational social media marketing, as well as the role of brand image in mediating consumer engagement from relational social media marketing. The sampling approach is probability sampling, and the method is quantitative. With the sampling approach used, simple random sampling through the distribution of questionnaires, data was collected from 100 respondents. The results of the data analysis were then processed using SPSS 25 software. According to the findings of this investigation, the mediation function is important.

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“…Current research indicates that social media has given a new entity of self-directed online traders while simultaneously encouraging and biasing trading decisions (Bizzi & Labban, 2019). Accordingly, recent research found that heavy social media users are more likely to engage in online trading but are significantly influenced by online herding behavior and are four times more likely to blindly follow other traders (Rao et al, 2021). In addition, a study found that Twitter can be a tool for forecasting stock market movements (Nisar, 2018).…”

Section: Problem Statementmentioning

confidence: 99%

“…Thus, graduates who participated in a futures market simulation game will have a comparative advantage when looking for jobs because their abilities, knowledge, and experience were gained through real trading simulation. Therefore, this study attempts to contribute more findings from the study conducted by the previous research as these studies accentuated the need for future research to accommodate more insight on trading simulation and to understand more the effects of ePWOM on other categories, exploring the constructs on cultural and geographical diversity, conducting research on the other platform and employs different quantitative technique (Aramendia-Muneta, 2017;Liew et al, 2019;Rao et al, 2021;Sharif & Naghavi, 2021).…”

Section: Problem Statementmentioning

confidence: 99%

Investigating the Effect of ePWOM on Trading among University Students in BURSAMKTPLC Simulation: A Conceptual Framework

Fadzil¹,

Samsudin²,

Johan³

et al. 2022

IJARAFMS

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This paper aims to propose a conceptual mechanism to explain university students' intention to perform online financial trading under the influence of social media networking sites (SNSs) by integrating the technology acceptance model and the theory of planned behaviour and the concept of electronic positive word-of-mouth (ePWOM). Making a profit or loss during the trading simulation may influence respondents' attitudes and intentions to perform online financial trading. In designing a financial platform, practitioners' focus should be on efficiency, user-friendliness, and providing functions that improve the usefulness of the platform. Nonetheless, great emphasis should be given to studying the impact of ePWOM on trading activities. Another implication is to be aware of the importance of prior experience and education in improving students' use of financial platforms. Thus, improving consumers' knowledge and skills of online trading would increase their market participation. A contribution of this study is to explore the mechanism that drives students' intention to use online trading along with the influence of ePWOM. More specifically, the current study integrates the three theories mentioned and examined how emotional and cognitive factors can inform students' behaviour, specifically, intention to perform online trading in the future

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Examining ePWOM-purchase intention link in Facebook brand fan pages: Trust beliefs, value co-creation and brand image as mediators

Cited by 24 publications

References 65 publications

Customer brand co-creation on social media: a systematic review

Customer brand co-creation on social media: a systematic review

Mediating Role of Customer Engagement: Brand Image Enhancement from Social-Media Marketing

Investigating the Effect of ePWOM on Trading among University Students in BURSAMKTPLC Simulation: A Conceptual Framework

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