The Firm's Management of Social Interactions

Godes, David; Mayzlin, Dina; Chen, Yubo; Das, Sanjiv Ranjan; Dellarocas, Chrysanthos; Pfeiffer, Bruce E.; Libai, Barak; Sen, Subrata K.; Shi, Mengze; Verlegh, Peeter W.J.

doi:10.1007/s11002-005-5902-4

Cited by 471 publications

(241 citation statements)

References 26 publications

Supporting

Mentioning

229

Contrasting

Unclassified

Order By: Relevance

“…Therefore, by managing brand image and WOM communications, marketers can take advantage of drivers of brand equity (i.e., brand attachment, brand attitude, and brand awareness in this study), and ultimately enhance the equity of their brands. Although WOM is formally outside the control of the company, Godes et al (2005) suggested four strategies for them to manage WOM; that is, by playing the role of an observer, moderator, mediator, or participant in WOM communications. As an observer, the company simply gathers information to understand how its customers think about it and what its rivals are doing.…”

Section: Managerial Implicationsmentioning

confidence: 99%

Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth

2017

View full text Add to dashboard Cite

In today's competitive landscape, organizations are progressively searching for valuable practices to create strong consumer-based brand equity. Managers must remain vigilant and receptive to factors that influence brand equity. Accordingly, this paper addresses this issue. Specifically, the paper empirically investigates the mediating roles of three drivers of brand equity in the brand image-consumer-based brand equity relationship and explores the moderating roles of product type and word of mouth (WOM) on the linkages between brand image and brand equity. In order to understand these relationships, a questionnaire survey was administered among brand consumers, yielding a total of 321 responses. Confirmatory factor analysis and Cronbach's alpha were utilized to estimate the validity and reliability of the measures. Structural equation modeling with maximum likelihood estimation was employed to test the hypotheses. The authors find that brand image positively affects brand attachment, brand attitude, and brand awareness. Brand attachment and attitude positively influence consumer-based brand equity. The findings show that brand attachment and brand attitude partially mediate the relationship between brand image and brand equity. Product type and WOM have a significant moderating effect on the relationships among brand image, drivers of brand equity, and brand equity. The authors discuss the limitations of the study and provide future research directions.Keywords Brand image Á Consumer-based brand equity Á Drivers of brand equity Á Word of mouth Á Contingent effects JEL Classification M310

show abstract

Section: Managerial Implicationsmentioning

confidence: 99%

Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth

2017

View full text Add to dashboard Cite

show abstract

“…Godes and fellow researchers (Godes et al 2005) described four WOM management strategies for business: the company can be an observer, moderator, mediator, or participant in the WOM communication. As an observer of WOM communication, the company only collects information and learns the ecosystem.…”

Section: Literature Reviewmentioning

confidence: 99%

Business engagement on Twitter: a path analysis

2011

View full text Add to dashboard Cite

Social media services, such as Twitter, enable commercial businesses to participate actively in online wordof-mouth communication. In this project, we examined the potential influences of business engagement in online wordof-mouth communication on the level of consumers' engagement and investigated the trajectories of a business' online word-of-mouth message diffusion in the Twitter community. We used path analysis to examine 164,478 tweets from 96,725 individual Twitter users with regards to nine brands during a 5-week study period. We operationalized business engagement as the amount of online word-of-mouth messages from brand and the number of consumers the brand follows. We operationalized consumers' engagement as the number of online word-of-mouth messages from consumers both connecting to the brand and having no connection with the brand as well as the number of consumers following the brand. We concluded that the business engagement on Twitter relates directly to consumers' engagement with online wordof-mouth communication. In addition, retweeting, as an explicit way to show consumers' response to business engagement, indicates that the influence only reaches consumers with a second-degree relationship to the brand and that the life cycle of a tweet is generally 1.5 to 4 hours at most. Our research has critical implications in terms of advancing the understanding of the business's role in the online word-ofmouth communication and bringing insight to the analytics of social networks and online word-of-mouth message diffusion patterns.

show abstract

“…To structure the potential implications, it is instructive to examine the roles that service businesses may play with respect to CCI (cf. Godes et al 2005). Three non-mutually exclusive roles can be adopted by services businesses: shaper, influencer and recogniser.…”

Section: Competition Versus Cooperationmentioning

confidence: 99%

“…Integral to the discussion is the in-depth narrative on the speeddating phenomenon. It is as near as one can get to capturing the content of onsite conversational exchange, a condition that is required for meaningful content analysis (Godes et al 2005). The frameworks used for the discussions of the findings (stimuli, manifestations and consequences of CCI), the additional insights generated (planning, roles and performances and competition vs. cooperation) and the potential roles of service businesses (shapers, influencers and recognisers of CCI) should all provide bases for further research on CCI in service settings.…”

Section: In Summarymentioning

confidence: 99%