SNS eWOM sentiment: impacts on brand value co-creation and trust
Document Type
Article
Publication Date
8-1-2019
Publication Title
Marketing Intelligence & Planning
DOI
10.1108/MIP-11-2018-0533
ISSN
0263-4503
Abstract
The purpose of this paper is to examine how the sentiment of social networking site (SNS)-based brand-related electronic word-of-mouths (eWOMs) influences consumers’ engagement in brand value co-creation and brand trust change, thereby influencing their purchase intention for the brand; and explores a potential moderating effect of mavenism.
Design/methodology/approach
A sample of 237 college students participated in an online survey to report brand-related eWOM stories to which they were exposed and the brand trust change, brand value co-creation behavior and attitude and purchase intention in response to this exposure. The eWOM stories were content analyzed into positive vs negative eWOM. Structural equation modeling was used to test all hypotheses.
Findings
Participants reported a significantly higher level of brand value co-creation engagement behavior and more positive brand value co-creation engagement attitude and brand trust change after seeing a positive (vs negative) brand-related eWOM on SNSs. Brand trust change and value co-creation engagement attitude positively influenced purchase intention. The moderating effect of mavenism was not significant.
Practical implications
Findings suggest that brand marketers should actively monitor and respond to the sentiment of SNS-based eWOMs and establish strategies to encourage consumers to create and share positive eWOMs on SNSs.
Originality/value
This study contributes to closing the empirical gap in SNS-based eWOM research by providing support for brand-related eWOM sentiment as a significant motivational factor triggering consumers’ engagement in brand value co-creation and brand trust change on SNSs as well as purchase intention.
Recommended Citation
Seifert, Christin, Wi-Suk Kwon.
2019.
"SNS eWOM sentiment: impacts on brand value co-creation and trust."
Marketing Intelligence & Planning: Emerald Group Publishing Limited.
doi: 10.1108/MIP-11-2018-0533 source: https://www.emerald.com/insight/content/doi/10.1108/MIP-11-2018-0533/full/html
https://digitalcommons.georgiasouthern.edu/ecology-facpubs/181
Comments
Copyright and Open Access:http://sherpa.ac.uk/romeo/search.php?issn=0263-4503