Spreading love through fan page liking: A perspective on small scale entrepreneurs

Kudeshia, Chetna; Sikdar, Pallab; Mittal, Arun

doi:10.1016/j.chb.2015.08.003

Cited by 93 publications

(90 citation statements)

References 58 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…However, prior research is very limited in showing how brand love or its antecedents affect consumers' willingness to engage in positive WOM in offline or online contexts (Batra et al, 2012;Kudeshia et al, 2016;Wallace et al, 2014). This study extends the literature by showing that brand love has a strong positive effect on both types of WOM.…”

Section: Discussionsupporting

confidence: 71%

“…According to Chung and Darke (2006), WOM is more likely to be generated from self-relevant and hedonic products than utilitarian products, because WOM concerning self-relevant products serves as a means of self-presentation and provides social benefits. In addition, Kudeshia et al (2016) show that a strong positive relationship exists between brand love and WOM. Therefore, brand love is considered to directly predict positive WOM (Carroll and Ahuvia, 2006;Batra et al, 2012;Fetscherin, 2014) and also to act as a mediator between self-expressiveness and WOM (Wallace et al, 2014) and hedonic value and WOM (Carroll and Ahuvia, 2006).…”

Section: Wommentioning

confidence: 99%

“…Owing to the growing influence of peer reviews and suggestions on consumers' buying decisions, positive WOM in both offline and online environments (i.e., electronic WOM [eWOM]) are the key objectives of today's marketing activities (Chen and Xie, 2008). Although Batra et al (2012) and Kudeshia et al (2016) report WOM as an outcome of brand love, research has yet to provide a thorough explanation of how brand trust, self-congruence, hedonic product brands, and brand love together foster WOM in offline and online channels.…”

Section: Introductionmentioning

confidence: 99%

“…Several desirable outcomes of brand love have been proposed, such as brand loyalty, positive word of mouth (WOM) (Carroll and Ahuvia, 2006;Albert and Merunka, 2013;Wallace et al, 2014), stronger purchase intentions (Fetscherin, 2014;Kudeshia et al, 2016;Pawle and Cooper, 2006), and greater willingness to pay price premiums (Albert and Merunka, 2013;Fedorikhin et al, 2008;Thomson et al, 2005) and accept product failures (Grisaffe and Nguyen, 2011). Owing to the growing influence of peer reviews and suggestions on consumers' buying decisions, positive WOM in both offline and online environments (i.e., electronic WOM [eWOM]) are the key objectives of today's marketing activities (Chen and Xie, 2008).…”

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Brand love and positive word of mouth: the moderating effects of experience and price

Karjaluoto

Munnukka

Kiuru

2016

JPBM

235

218

View full text Add to dashboard Cite

Purpose This study aims to test and extend Carroll and Ahuvia’s (2006) model on the antecedents and outcomes of brand love by examining the moderating effects of experience and price on the relationship between brand love and offline word of mouth (WOM) and between brand love and electronic WOM (eWOM). Design/methodology/approach An online survey was conducted on Facebook, which generated 342 valid responses. The data were analyzed using partial least squares-structural equation modeling. Findings The results mainly support the model by confirming that the self-expressiveness of the brand and trust are positively associated with brand love. No association between hedonic product type and brand love was found. The study’s findings also suggest positive associations between brand love and both types of WOM. Experience and price were found to strengthen the relationship between brand love and offline WOM but not the relationship between brand love and eWOM. Originality/value This study contributes to the literature by introducing and testing an extended model of brand love. It tests two moderating effects on the relationship between brand love and WOM.

show abstract

Section: Discussionsupporting

confidence: 71%

Section: Wommentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Brand love and positive word of mouth: the moderating effects of experience and price

Karjaluoto

Munnukka

Kiuru

2016

JPBM

235

218

View full text Add to dashboard Cite

show abstract

“…Taking into consideration the existing literatures on tourism and hospitability, coding is done using an recursive advance of data correlation (Pike and Page, 2014). Further the enhancement of analysis is made possible by mingling the data obtained from interview with the quantitative results (Kudeshia, Sikdar et al, 2016). On the whole, a magnitude of argument materialized from this progress (like, intrinsic relations of TMs with facebook followers, issues and idea of social movement, viewers expansion, tackle to levy the efficacy of facebook exploit) present a deeper perceptive of the outcome of the quantitative scrutiny.…”

Section: Data Gathering and Methodsmentioning

confidence: 99%

Super-connected: How Techno Tourism Redesigns Our Lives Through Meaningful Travel

Karna¹,

Ye²,

Karn³

2017

Proceedings of the International Conference on Transformations and Innovations in Management

View full text Add to dashboard Cite

The techno-tourism life brings together insights about innovative tourism and examines how travel life is influenced when social network structure like "Facebook" enters the picture. The end result is a landmark analysis of digital socialization and the knock of the internet and digital media across travel institutions. This research circumscribes the 'tourists-marketers facebook pages' of Nepal. Using archived online narratives from facebook page of travel-marketers (TMs), after the event of Nepal earthquake 2015, this study seeks to examine how techno-tourism redesigns lives through meaningful travel plus the coverage toward which event enthusiasts participate in chats of interactional causes. This study first of all dissects the intrinsic features of the facebook just like facebook pages exploitation by travel marketers during Nepal's earthquake disaster at district, zonal and state level. The study then offers some interesting insights for tourism marketers. It involves the statistical and mathematical model to observational and experimental datasets of their facebook posts and fans participation. This research drafts the importance of network science of super-connected digital voyagers, studying their sways, their point of views, their approaches of travel and their intensions for inspiring this style of travel feasible in requisites of work and money. As relationships are the foundation for social media sites; facebook is primarily used to raise awareness and create story telling. Hence this investigative study also has meaningful implications for public policy as well as super-connection as global impact. By adducing human race into one another's care, letting them to fathom commonalities, likewise endowing the resources by which they can super-connect one another, the digital media and World Wide Web chip-in greatly to the "techno-social life". This research is a great choice for general readers interested in this topic as well.

show abstract

Strategizing green destination image through social media functionality: A study of the tourism industry

Khatoon,

Choudhary

2023

Bus Strat Dev

View full text Add to dashboard Cite

This study validates and confirms the multidimensionality of social media functionality in the tourism industry. It also examines the impact of social media functionality on green destination image. Non‐probability convenience sampling technique has been used to collect the data from 550 visitors using a 5‐point Likert scale questionnaire, from the tourists visiting various destinations of Ladakh, India. Results revealed a significant impact of social media functionality on green destination image. The scale of social media functionality was also tested with special reference to the tourism industry. The outcomes of the study deliver insightful outcomes related to the role of social media functionality in developing and maintaining destination image with social media‐based marketing.

show abstract

Spreading love through fan page liking: A perspective on small scale entrepreneurs

Cited by 93 publications

References 58 publications

Brand love and positive word of mouth: the moderating effects of experience and price

Brand love and positive word of mouth: the moderating effects of experience and price

Super-connected: How Techno Tourism Redesigns Our Lives Through Meaningful Travel

Strategizing green destination image through social media functionality: A study of the tourism industry

Contact Info

Product

Resources

About