Determinants of important antecedent to eWOM behavior in SNSs and its impact on brand image and purchase intention
Abstract
Keywords:
Introduction
Word-of-mouth (WOM) communication is generally acknowledged to play a considerable role in influencing and forming consumer attitudes and behavioral intentions (e.g. Chatterjee, 2001; Chevalier and Mayzlin, 2006; Herr et al., 1991; Kiecker and Cowles, 2001; Sen and Lerman, 2007; Smith and Vogt, 1995; Weinberger and Dillon, 1980; Xia and Bechwati, 2008). Research has shown that WOM communication is more influential than communication through other sources such as editorial recommendations or advertisements (e.g. Bickart and Schindler, 2001; Smith et al., 2005; Trusov et al., 2009) because it …show more content…
Based on the argument that especially vividly presented WOM communication has a strong impact on product judgments (Herr et al., 1991), we argue that online WOM communications that are posted in such a vivid and interactive medium as the internet might have strong effects on brand image and as a result, purchase intention. Brand image is the perceptions about a brand as reflected by the brand associations held in consumer memory (Keller, …show more content…
Given that social relationship building and maintenance is the primary activity among SNS users, this study attempts to identify social factors that influence consumers in eWOM in the online hangout place. The objective of this study, therefore, is to develop a conceptual framework that assists our theoretical understanding of consumers’ use of SNSs as a vehicle for eWOM and its impact on brand image and purchase intention. Understanding social relationship variables that affect consumers’ eWOM behaviours in SNSs, and its impact on brand image and purchase intention could help marketers to effectively incorporate social media as an integral part of their marketing and advertising
Abstract
Keywords:
Introduction
Word-of-mouth (WOM) communication is generally acknowledged to play a considerable role in influencing and forming consumer attitudes and behavioral intentions (e.g. Chatterjee, 2001; Chevalier and Mayzlin, 2006; Herr et al., 1991; Kiecker and Cowles, 2001; Sen and Lerman, 2007; Smith and Vogt, 1995; Weinberger and Dillon, 1980; Xia and Bechwati, 2008). Research has shown that WOM communication is more influential than communication through other sources such as editorial recommendations or advertisements (e.g. Bickart and Schindler, 2001; Smith et al., 2005; Trusov et al., 2009) because it …show more content…
Based on the argument that especially vividly presented WOM communication has a strong impact on product judgments (Herr et al., 1991), we argue that online WOM communications that are posted in such a vivid and interactive medium as the internet might have strong effects on brand image and as a result, purchase intention. Brand image is the perceptions about a brand as reflected by the brand associations held in consumer memory (Keller, …show more content…
Given that social relationship building and maintenance is the primary activity among SNS users, this study attempts to identify social factors that influence consumers in eWOM in the online hangout place. The objective of this study, therefore, is to develop a conceptual framework that assists our theoretical understanding of consumers’ use of SNSs as a vehicle for eWOM and its impact on brand image and purchase intention. Understanding social relationship variables that affect consumers’ eWOM behaviours in SNSs, and its impact on brand image and purchase intention could help marketers to effectively incorporate social media as an integral part of their marketing and advertising