Love Is Blind! Exploring the Impact of Brand Love on eWOM in Chinese Hospitality Industry

Abstract

The rising penetration and value of online information reviews in the hospitality industry have been extensively examined. People are increasingly interacting on interactive online media, prompting firms to create online communities to share electronic word-of-mouth (eWOM) with them and with one another in order to increase brand love. This study seeks to discover what drives consumers to participate in these online brand communities. To examine the research model, an online survey was conducted on 508 consumers who had shared eWOM on social networking sites (SNS). Structural equation modeling (SEM) was employed to test all hypotheses. The findings show that each of the variables has a high impact on brand love, with information quality and virtual interaction having the most significant impact. As a result of brand love, eWOM is significantly increased. Additionally, findings show that the gender gap in the online setting is increasing, as the influence of all characteristics then reward of online brand communities on brand love was adaptable among both male and female associates. Considering the effects of online features (information quality, system quality, virtual interaction, and reward) on online brand communities' impact on brand love and eWOM. Online hotels manager is advised to carefully develop their marketing strategies to retain and attract new consumers. Furthermore, online hotels manager can use the findings from this study to understand the consequences when eWOM is strongly influenced by online brand communities' features. This study is one of the first to illustrate and empirically confirm insight into how online features affect brand lovers in online brand communities. The study adds to the body of knowledge concerning the effectiveness of social media marketing in the Chinese hotel sector.

Customer eWOM Engagement in Online Brand Communities: A Systematic Literature Review

“…Whether variables such as service innovation and brand image are dependent variables that affect brand love and consumer eWOM, intention remains to be tested (Bilal et al, 2022). Future research could identify psychological ownership (Kumar, 2021), brand personality Hsu et al (2022), brand equity Hsu et al (2022), social interaction Ruiz-Mafe et al (2018), service innovation Bilal et al (2022), and brand image Bilal et al (2022) as antecedents of customer engagement. A suggestion for future research from Rossmann et al ( 2016) is that more factors based on motivation, content, and social role that affect eWOM engagement still need to be studied.…”

“…When the brand content and the self-concept of consumers coincide, the transfer of brand information becomes a means of self-expression (Kim et al, 2014). In order to study the relationship between consumers and brands, the characteristics of online brands must be addressed (Bilal et al, 2022). Providing consumers with brand information that enhances their personal image will attract them to the brand and then participate in eWOM activities (Maree & Van Heerden, 2021).…”

“…Some researchers have studied the predictors of eWOM from the perspective of the benefits that online brand communities can provide consumers. Bilal et al (2022) emphasized the importance of high-quality services, reliable information that the community can provide. Ananda et al (2019) reported that information search needs are the driving factor for a large number of consumers to join online brand communities, and consumers whose information needs are satisfied are likely to participate in pass-on behaviors.…”

“…Firstly, research on the antecedents and consequences of customer engagement in online brands is still in its infancy and awaits to be supplemented and expanded by future research (Kumar, 2021;Maree & Van Heerden, 2021). Whether variables such as service innovation and brand image are dependent variables that affect brand love and consumer eWOM, intention remains to be tested (Bilal et al, 2022). Future research could identify psychological ownership (Kumar, 2021), brand personality Hsu et al (2022), brand equity Hsu et al (2022), social interaction Ruiz-Mafe et al (2018), service innovation Bilal et al (2022), and brand image Bilal et al (2022) as antecedents of customer engagement.…”