The Electronic Word-of-Mouth (eWOM) Implications of Mainstream Channel Distribution and Sales by Niche Brands

Abstract

Using a data set on the U.S. craft beer industry that includes more than one million online customer reviews, the authors investigate how mainstream channel distribution and sales by niche brands affects electronic word-of-mouth (eWOM) valence. They argue that eWOM valence is negatively affected by mainstream channel distribution because this marketing decision conflicts with existing brand associations. They also argue that this negative effect can be mitigated, provided that the brand achieves a substantial increase in sales from the mainstream channel. Findings indicate that such a rebound is indeed possible and that most niche brand managers should consider mainstream channel distribution despite the risks. Most brands mitigate the negative effects of mainstream channel distribution on eWOM valence, and some even manage to improve overall valence.

The relationship between electronic word of mouth and brand: A systematic review and future research agenda

“…The study also emphasized the importance of exploring the relationship further. It was also found that the existing research mixes the eWOM related to products and services and connects it with their respective brands (Hoskins & Watts, 2022). There needs to be more focus on brand-specific eWOM.…”

Electronic word-of-mouth associated with customer loyalty in the Peruvian tourism sector

“…Among the services provided, bird watching and extreme sports stand out, being highly visited by locals and international tourists. Taytamaki uses Facebook as the main social means of tourism promotion, and given the literature (Hatta et al, 2022;Hoskins and Watts, 2022;Khoa, 2022;Lee et al, 2022), it is proposed that eWOM has a positive effect on customer loyalty. This research proposes as the main objective to determine the relationship between eWOM and customer loyalty in Taytamaki, and the specific objectives of establishing the relationship of the dimensions of quantity of information, credibility, quality of information, trust, attitude towards the seller, intention to repurchase, and perceived utility with loyalty.…”