Facebook ‘friendship’ and brand advocacy

Wallace, Elaine; Buil, Isabel; Chernatony, Leslie de

doi:10.1057/bm.2012.45

Cited by 93 publications

(86 citation statements)

References 50 publications

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“…Incentivised, brand-initiated eWOM campaigns are unlikely congruent with fans' idealised self-identities (Wallace, Buil, and de Chernatony 2012), and potentially threaten their disengagement from the brand's SNS-based activities. As such a deeper comprehension of how receivers of eWOM in the digital domain attribute credibility to the brand-related messages they receive is imperative.…”

Section: Credibility Of Brand Initiated E-word Of Mouthmentioning

confidence: 99%

“…EWOM shared with individuals or groups of 'friends' on SNS can help non-'fans' to learn from more experienced peers. SNS also allow consumers to connect their profiles with their preferred brands in order to project their experience with that brand and to benefit from affiliation with the brand's desirable identity (Wallace et al 2012). This heightened brand involvement may strengthen competence cues of credibility to eWOM recipients.…”

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confidence: 99%

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eWOM credibility on social networking sites: A framework

Moran

Muzellec

2014

Journal of Marketing Communications

109

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Social Networking Sites (SNS) offer brands the ability to spread positive electronic Word of Mouth (eWOM) for the purposes of building awareness and acquiring new customers. However, the credibility of eWOM is threatened of late as marketers increasingly try to manipulate eWOM practices on SNS. A greater understanding of eWOM credibility is necessary to better enable marketers to leverage true consumer engagement by generating credible peer-to-peer communications. Yet, to date there is no one framework synthesising which factors constitute eWOM credibility in the online environment. This paper revisits the word of mouth credibility literature and proposes a new credibility framework -the 4Cs of eWOM Credibility: Community, Competence, Content, and Consensus.

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Section: Credibility Of Brand Initiated E-word Of Mouthmentioning

confidence: 99%

mentioning

confidence: 99%

eWOM credibility on social networking sites: A framework

Moran

Muzellec

2014

Journal of Marketing Communications

109

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“…Many brands are keen on receiving endorsements from their consumers (Wallace, Buil, and De Chernatony 2012;Schamari and Schaefers 2015), in the hope of sidestepping shortcomings of traditional advertising techniques, such as avoidance and resistance (Fransen et al 2015;Kaikati and Kaikati 2004). Therefore, the question of why consumers would endorse brands online in the first place receives increasing attention from both industry and academic research.…”

Section: Introductionmentioning

confidence: 99%

‘We’ are more likely to endorse than ‘I’: the effects of self-construal and brand symbolism on consumers’ online brand endorsements

Bernritter

Loermans²,

Verlegh³

et al. 2016

International Journal of Advertising

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Recent research increasingly highlights that consumers engage in online brand endorsements (e.g. Facebook likes) to signal their identity, but has failed to explain why different consumers use this type of signaling to differing degrees. This paper addresses this gap by looking at a culturally constructed individual difference variable, namely self-construal. Self-construal, which can be independent or interdependent, refers to the extent that people define themselves in terms of the relations they have with others. In four studies, this research shows that consumers' self-construal is related to their intention to endorse brands online. In particular, high levels of interdependent selfconstrual positively affect consumers' intention to endorse brands online (Studies 1A & 1B). This effect is mediated by an increased perception of brands' symbolic value (Study 2). Moreover, this positivity bias toward symbolic brand cues is conditional upon consumers' brand attitude (Study 3). These findings demonstrate that consumers' identity plays a central role in their brand perception and brand-related social media use.

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“…The potential to allow and encourage customers or community members to engage in a relationship with a brand via digital channels and technologies is not a new phenomenon (see Moore and Andradi, 1996;Foster et al, 2011;Lim and Melewar, 2011;Yan, 2011;Wallace et al, 2012;Boyd et al, 2014;De Vries and Carlson, 2014). Yet, despite at least two decades of the World Wide Web and more than a decade of growth in the use of social media, building or managing a brand remains something of a vexing challenge in the digital realm as highlighted by Holt (2016), with many organisations struggling to find a branding model that fits well.…”

Section: Online and Digital Brandingmentioning

confidence: 99%

Journal of Brand Management – Year end review 2016

Powell

2016

J Brand Manag

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A review and reflection on key topics plus extrapolation of future research avenues from within the Journal of Brand Management during 2016 that included a special issue focused on the themes of (i) Corporate identity, branding, marketing, communication, and reputation. Seven additional themes within the Volume are identified: (ii) Brand engagement, (iii) Brand orientation, (iv) Brand counterfeiting and protection, (v) Online and digital branding, (vi) Brand and product naming, (vii) City branding, and (viii) branding in Higher Education.

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Facebook ‘friendship’ and brand advocacy

Cited by 93 publications

References 50 publications

eWOM credibility on social networking sites: A framework

eWOM credibility on social networking sites: A framework

‘We’ are more likely to endorse than ‘I’: the effects of self-construal and brand symbolism on consumers’ online brand endorsements

Journal of Brand Management – Year end review 2016

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