Ewom effects on Facebook

Adoption of Implicit eWOM in Facebook: An Affect-as-Information Theory Perspective

Electronic word of mouth (eWOM) has gained inescapable attention among both practitioners and academia. Its importance lies in its simplicity yet profound impact on customers’ attitude toward specific brands or goods, and consequently affecting customer loyalty and intention to purchase. Although Social Network Services have emerged as platforms to spread eWOM, less attention has been paid towa...

Fun In A Trustworthy Environment? The Effects Of Message Source Credibility And Message Appeal On EWOM Responses In Facebook

Are Facebook Brand Community Members Really Loyal to the Brand?

Although research into consumer participation in online brand communities has grown in recent years, still little is known about how membership in a Facebook brand community is related to brand loyalty. This study tests the direct and indirect effects of brand community engagement, electronic word-of-mouth (eWOM) intention, and community promotion behavior on attitudinal loyalty, repurchase int...

The Circular effects of Popularity Information and Electronic Word-of-Mouth on Consumer Decision-Making: Evidence from a crowdfunding Platform

Potential backers of crowdfunding campaigns often need to make investment decisions based on limited information, as the project they invest in has not come into existence at the time the campaign is running. As a consequence, other evidence for the trustworthiness and quality of a crowdfunding campaign, such as popularity information and electronic Word-of-Mouth (eWOM), are becoming increasing...

What Drives Consumers to Pass Along Marketer-Generated eWOM in Social Network Games? Social and Game Factors in Play

Social network games (SNGs) are part of the highly evolving marketing and e-commerce channel of social network sites (SNSs). Marketers in SNGs offer economic incentives of game currency or virtual goods in exchange for consumer interactions with ads, often encouraging consumers to forward marketer-generated messages broadly to social networks. This study investigates factors that lead consumers...