Examining the Relationship between Psychological Empowerment, Relationship Quality and Online Word of Mouth in Brand Facebook Page

Abstract

This study examines the link between psychological empowerment, relationship quality and word of mouth in a brand Facebook page. It is intended to help brand marketers establish and apply successful relationship marketing strategies in the online environment. Successful implementation of relationship marketing in social networking sites will contribute to favorable consumer behaviors such as positive word of mouth. Based on the data collected from 10 hospitality brand Facebook pages, Partial Least Square (PLS) analysis was used to examine the structural interrelationship between psychological empowerment, relationship quality and online word of mouth. The empirical findings of this study were threefold. First, higher consumer psychological empowerment resulted in higher relationship satisfaction. Second, greater relationship satisfaction led to higher relationship commitment and relationship trust. Third, better relationship quality (relationship satisfaction, relationship commitment and relationship trust) contributed in greater positive online word of mouth.

Stylistic Peculiarities Of Advertisements Promoting Fast Food Products

“…As a customers' relationship with the fast food company lengthens, companies can double their profits (Reichheld & Sasser, 1990). Creative advertising messages are intended to help brand makers establish successful relationship with consumers by shaping their favourable behaviours and positive attitude to the product (Ngelambong et al, 2016). Promoters try to investigate the consumers in all of their socio-cultural dimensions, including language, mentality, worldview, cultural, social and political values and norms of behaviour (Akimova et al, 2017).…”