文章基本信息

标题：The role of online brand community engagement on positive or negative self-expression word-of-mouth
本地全文：下载
作者：Sandra Maria Correia Loureiro ; Hans Rüdiger Kaufmann
期刊名称：Cogent Business & Management
电子版ISSN：2331-1975
出版年度：2018
卷号：5
期号：1
页码：1-24
DOI：10.1080/23311975.2018.1508543
出版社：Taylor and Francis Ltd
摘要：The aim of this research is to explore how online engagement influences positive versus negative consumption-focused self-expression word-of-mouth. Three brands are selected to be the focus of the study (Starbucks, Apple, and McDonald’s), and six online brand communities of these brands participated. The online questionnaire was distributed to those communities and filled in by 600 members of the respective love and hate brand communities. Affection (passion/aversion) is the motivational factor that leads community members of both types (love and hate) to be active in commenting and writing reviews about the product/brand. In hate brand communities, connecting negatively influences consumption-focused self-expression word-of-mouth, whilst brand influence has a positive effect on it..
关键词：online brand community engagement; hate brand communities; love brand communities; consumption-focused self-expression word-of-mouth