The influence of electronic word-of-mouth adoption on brand love amongst Generation Z consumers

Abstract

Orientation: The study investigated the influence of electronic word-of-mouth (eWOM) adoption on brand love amongst Generation Z consumers in South Africa that will enable marketers to improve their brand love strategies amongst this generation.Research purpose: The study used the information adoption model to investigate the impact of eWOM adoption on brand love amongst Generation Z consumers.Motivation for the study: This study adds to the limited body of literature on Generation Z consumers in emerging markets. It examines drivers of online purchase decisions of Generation Z consumers, such as eWOM adoption and brand love.Research design, approach and method: The study followed a descriptive quantitative approach. Data were obtained through structured questionnaires from Generation Z consumers. Non-probability, purposive sampling was used to select the sample. Data were captured, coded and cleaned using Statistical package for the social sciences (SPSS) version 25, yielding 284 usable questionnaires. Apart from descriptive statistics, confirmatory factor analysis was used to test the validity of the constructs obtained from previously developed scales through convergent and discriminant validity. The reliability of the constructs was tested using Cronbach’s alpha and composite reliability. The conceptual model was tested using Structural Equation Modelling and the hypotheses were analysed using path modelling in Analysis of moment structures (AMOS) version 25.Main findings: The results revealed a positive, weak relationship between eWOM adoption and brand love. Argument quality had a strong, positive influence on information usefulness, which in turn, had a strong, positive influence on eWOM adoption.Practical/managerial implications: Marketers can use the findings of this study to target Generation Z consumers in emerging markets more effectively by sharing quality, authentic content through Facebook and Instagram to encourage eWOM adoption and somewhat affect brand love.Contribution/value-add: This study adds to the limited body of knowledge on Generation Z consumers in emerging markets. It elucidates how marketers can encourage eWOM adoption amongst this generation, thereby leading to brand love, to some extent.

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“…'Brand love' refers to a satisfied consumer's emotional attachment towards a brand (Bagozzi et al, 2017;Karjaluoto et al, 2016;Pillay, 2021). Brand love is derived from positive feelings and experiences with a brand, which develop positive attitudes towards that brand (Huang, 2017;Pillay, 2021;Taute et al, 2017).…”

“…'Brand love' refers to a satisfied consumer's emotional attachment towards a brand (Bagozzi et al, 2017;Karjaluoto et al, 2016;Pillay, 2021). Brand love is derived from positive feelings and experiences with a brand, which develop positive attitudes towards that brand (Huang, 2017;Pillay, 2021;Taute et al, 2017). Therefore, having a positive attitude towards a brand helps consumers to form long-term relationships with it and increases the likelihood that consumers will discuss the brand (Karjaluoto et al, 2016;Pillay, 2021;Taute et al, 2017).…”

“…Brand love is derived from positive feelings and experiences with a brand, which develop positive attitudes towards that brand (Huang, 2017;Pillay, 2021;Taute et al, 2017). Therefore, having a positive attitude towards a brand helps consumers to form long-term relationships with it and increases the likelihood that consumers will discuss the brand (Karjaluoto et al, 2016;Pillay, 2021;Taute et al, 2017). Various scholars indicate that higher involvement and more positive brand connections are the positive outcomes of brand love, which can predict continuation, affective brand commitment, and willingness to pay a premium price (Salem et al, 2019;Salem & Chaichi, 2018;Palusuk et al, 2019).…”

“…Previous research has shown that brand-loyal customers will use eWOM to spread the word about their companies (Ismail & Melewar, 2015;Karjaluoto et al, 2016). Consumers in Generation Z prefer to learn about brands through eWOM as they believe this information to be true and accurate (Pillay, 2021). Generation Z consumers are more likely to adore a company when they have access to real information and believe it to be genuine (Pillay, 2021).…”

“…Consumers in Generation Z prefer to learn about brands through eWOM as they believe this information to be true and accurate (Pillay, 2021). Generation Z consumers are more likely to adore a company when they have access to real information and believe it to be genuine (Pillay, 2021).…”