Community engagement and online word of mouth: An empirical investigation

被引：78
|
作者：
Wu, Ji [1 ]
Fan, Shaokun [2 ]
Zhao, J. Leon [3 ]
机构：
[1] Sun Yat Sen Univ, Sch Business, 135 West Xingang Rd, Guangzhou, Guangdong, Peoples R China
[2] Oregon State Univ, Coll Business, Corvallis, OR 97331 USA
[3] City Univ Hong Kong, Dept Informat Syst, 83 Tat Chee Ave, Kowloon, Hong Kong, Peoples R China
来源：
INFORMATION & MANAGEMENT | 2018年 / 55卷 / 02期
基金：
中国国家自然科学基金;
关键词：
Online brand community; Online product review; Community engagement; Word of mouth; Customer tenure; BRAND COMMUNITY; SCALE DEVELOPMENT; REVIEWS; IDENTIFICATION; PARTICIPATION; ANTECEDENTS; PROPENSITY; CONSUMERS; IDENTITY; BEHAVIOR;
D O I：
10.1016/j.im.2017.07.002
中图分类号：
TP [自动化技术、计算机技术];
学科分类号：
0812 ;
摘要：
How customer engagement in a firm's social media marketing platform - online brand community - might affect word-of-mouth behavior is an open research issue as well as a vital business problem in e-commerce. To this end, we collected a set of longitudinal data that include community engagement behavior, e-commerce transactions, and customers' post-purchase reviews. Using a control function approach, we find that consumer engagement in a brand community not only increases the likelihood of generating post-purchase reviews but also increases the likelihood of posting positive online reviews. Furthermore, we find that customer tenure has a positive moderating effect.
引用
收藏
页码：258 / 270
页数：13
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