Community engagement and online word of mouth: An empirical investigation

Wu, Ji; Fan, Shaokun; Zhao, J. Leon

doi:10.1016/j.im.2017.07.002

Cited by 81 publications

(82 citation statements)

References 58 publications

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“…Sampoerna encourages connections between online activity and attendance at live events. Consumer engagement in an OBC has been shown to increase purchase intention, especially among younger age groups,41 and also increases the likelihood positive postpurchase reviews 42. The involvement of consumers in the creation of the brand identity adds authenticity to the marketing strategy 43 44…”

Section: Discussionmentioning

confidence: 99%

Raising generation ‘A’: a case study of millennial tobacco company marketing in Indonesia

2018

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Internet and social media channels are key to Sampoerna's marketing strategy in Indonesia. Internet-based marketing run alongside conventional advertising likely increases Indonesian youth exposure to cigarette marketing. This case study also provides evidence that Sampoerna evaded current tobacco advertising regulations. Subnational governments can play a stronger role in restricting tobacco advertising, promotion and sponsorship by more effectively enforcing current regulation.

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Section: Discussionmentioning

confidence: 99%

Raising generation ‘A’: a case study of millennial tobacco company marketing in Indonesia

2018

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“…In other words, Brodie, Hollebeek, Juric and Ilic et al (2011) confirmed that consumer engagement is a cocreative and interactive consumer experience with the object that prompts a specific psychological state. The relationship between online communities and consumer engagement is that consumers purchase goods from a company's website and give product reviews on the website of the product's page after making their purchase (Wu, Fan, & Zhao, 2017). Wu, Fan, and Zhao's (2017) study identified that online community pages include a significant amount of common area and groups for specific discussion boards in which customers seek or deliver information regarding various aspects of the products and the brand.…”

Section: Consumer Engagementmentioning

confidence: 99%

Is the Purchasing Behavior of Suburban Millennials Affected by Social Media Marketing? Empirical Evidence from Malaysia

Harun¹,

Husin²

2019

KOME

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An abundance of social media marketing research has been conducted on urban consumers, but notably, only a few attempts have been made in understanding suburban consumers, especially on low involvement products. Due to this lack of research, this study aims to understand how social media marketing influences online purchasing behavior of Millennials in suburban areas of low involvement products. This study adapts the theory of uses and gratification to justify online purchasing behavior among Millennials. This study also seeks to understand the role of consumer engagement as a moderator. A total of 384 respondents, aged between 18-35 years old who have experience purchasing low involvement products through online websites took part in this study. The results indicated that three (3) social media marketing dimensions, namely online communities, entertainment, and perceived trust, had significant effects on the Millennials' online purchasing behavior of low involvement products. However, consumer engagement did not moderate the relationship between social media marketing dimensions and the online purchasing behavior of Millennials regarding low involvement products. This study contributes to the integration of two new dimensions, namely entertainment and perceived trust in the concept of social media marketing. The findings have supported the uses and gratification theory, whereby Millennials in suburban areas inclined to choose their favorite online websites to fulfill their needs and wants. This finding also helped marketing managers to design their websites to cater to the unique trends of Millennials. Apart from that, this study also contributes to the marketing literature in relation to the space of low involvement products, consumer engagement, and Millennials' online purchasing behavior.

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“…this could be related with friends and acquaintances' products reviews, and, as a result, the message can reach millions of consumers through multiple exchanges and interactions (Françoise and tosan, 2018). Other studies agree that the informal exchange of information through personal conversations can influence consumer choice and decision-making (lee et al, 2017;Wouters and Kirchberger, 2015;Wu et al, 2018). Compared to traditional advertising, WOM communications have big advantages such as significantly lower costs and much faster propagation; this is particularly true for online social networks (li and Du, 2017;li et al, 2018b;relling et al, 2016).…”

Section: Palabras Clavementioning

confidence: 99%

“…WOM is perceived to be a credible and trustworthy tool and it plays an important role on the web, blogs and social networks which can employ several WOM activities such as: community marketing, referral programs, viral marketing, and guerrilla marketing (Agag and El-Masry, 2016;li et al, 2018a;Wu et al, 2018). in this sense, WOM has an intentional influence on consumer-to-consumer communications through marketing techniques.…”

Section: An Overview Of Wom In Online Communitiesmentioning

confidence: 99%

“…however, it is important to determine how methods can influence positively or negatively (Balaji et al, 2016). Online review platforms can efectively aggregate positive, negative, and neutral opinions into readily accessible online WOM, which has become a critical source of information that is reshaping the behavior of online consumers by reducing product uncertainties (Wu et al, 2018). A negative view is more counterproductive in sales than a positive one; this is because the positive opinions are less valued than the negative ones, possibly because people often tend to speak positively (Chen and lurei, 2013).…”

Section: An Overview Of Wom In Online Communitiesmentioning

confidence: 99%

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A dynamic analysis of the effects of word-of-mouth on online brand communities

Herrera

León

Vargas-Ortiz

2018

SUMNEG

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El aumento de las comunidades de marcas es un aspecto importante que afecta el proceso de compra de los consumidores en línea. Este artículo tiene como objetivo evaluar los efectos del boca a boca (WOM, por sus siglas en inglés) en las comunidades de marcas en línea de la industria de alimentos en Colombia. El artículo presenta un modelo de simulación del proceso de compra que permite comprender la estrategia de marketing viral y responder al interrogante: ¿Cuál es el papel de WOM en las comunidades de marcas en línea y su dinámica en el consumo de alimentos? El modelo muestra el cambio de los estados de los consumidores y permite comprender el comportamiento en el tiempo del desarrollo de la marca, el WOM, los efectos virales en el mercado y el análisis de la penetración en el mercado o la adopción de una compleja estructura de servicio en ciclo cerrado. Estos hallazgos se pueden utilizar para determinar la política de comercialización adecuada que podría adoptarse para el agro negocio.

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Community engagement and online word of mouth: An empirical investigation

Cited by 81 publications

References 58 publications

Raising generation ‘A’: a case study of millennial tobacco company marketing in Indonesia

Raising generation ‘A’: a case study of millennial tobacco company marketing in Indonesia

Is the Purchasing Behavior of Suburban Millennials Affected by Social Media Marketing? Empirical Evidence from Malaysia

A dynamic analysis of the effects of word-of-mouth on online brand communities

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