Main Article Content

Zaira Camoiras-Rodríguez
Universidade de Santiago de Compostela- Facultade de CC. Económicas e Empresariais
Spain
https://orcid.org/0000-0002-1195-2133
Concepción Varela-Neira
Universidade de Santiago de Compostela- Facultade de CC. Económicas e Empresariais
Spain
https://orcid.org/0000-0003-1096-7541
Vol 29 No 1 (2020), Articles, pages 1-18
DOI: https://doi.org/10.15304/rge.29.1.6123
Submitted: 26-06-2019 Accepted: 04-12-2019 Published: 10-05-2020
Copyright How to Cite

Abstract

Social networking sites have greatly increased in recent years in terms of use by consumers and companies, with more and more frequent development of marketing communication strategies in these media. Companies are increasing their invest-ment in social networking sites in order to attract new consumers through electronic word of mouth (e-WOM) and stimulate purchase intention.
This study contributes to literature by increasing knowledge of the factors that help improve the e-WOM resulting from a promotion made by a brand in social networking sites, through a combined model. The empirical contrast is made with a sample of university students with presence on different social networking sites. The developed analyses are carried out by means of a model of structural equations. The results show the relevant role of the exchange of online experiences between consumers and the commitment to the social network on the intention of eWOM. Likewise, they emphasize the importance of opportunity and identification with the social networking site as determinants of these antecedents.

Cited by

Article Details

References

Aguado, G., e García, A. (2009). Del word-of-mouth al marketing viral: aspectos claves de la comunicación a través de redes sociales. Revista Comunicación y Hombre, 5, 41-51. DOI: https://doi.org/10.32466/eufv-cyh.2009.5.112.41-51

Algesheimer, R., Dholakia, U.M., e Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19-34. DOI: https://doi.org/10.1509/jmkg.69.3.19.66363

Alhidari, A., Iyer, P., e Paswan, A. (2015). Personal level antecedents of eWOM and purchase intention, on social networking sites. Journal of Customer Behaviour, 14(2), 107-125. DOI: https://doi.org/10.1362/147539215X14373846805707

Ali, S. Y., e Busalim, A. H. (2017, July). Antecedents of eWOM in social commerce. En: 2017 International Conference on Research and Innovation in Information Systems (ICRIIS). Proceedings of a Meeting Held 16-17 July 2017, Langkawi, Malaysia (pp. 261-266). Piscataway, NJ: Institute of Electrical and Electronics Engineers (IEEE). Recuperado de http://toc.proceedings.com/35499webtoc.pdf

AIMC (2019). Navegantes en la red. 21ª ed. Madrid: AIMC. Recuperado de http://www.aimc.es/-Navegantes-enla-Red-.html

Baker, A. M., Donthu, N., e Kumar, V. (2016). Investigating how word-of-mouth conversations about brands influence purchase and retransmission intentions. Journal of Marketing Research, 53(2), 225-239. DOI: https://doi.org/10.1509/jmr.14.0099

Balaji, M. S., Khong, K. W., e Chong, A. Y. L. (2016). Determinants of negative word-of-mouth communication using social networking sites. Information & Management, 53(4), 528-540. DOI: https://doi.org/10.1016/j.im.2015.12.002

Belanche, D., Casaló, L. V., e Guinalíu, M. (2013). Comunicación comercial y boca-oído electrónico en sitios web corporativos: un análisis desde la perspectiva del marketing de relaciones. Investigaciones Europeas de Dirección y Economía de la Empresa, 19(1), 31-41. DOI: https://doi.org/10.1016/j.iedee.2012.10.002

Bhattacharya, C. B., e Sen, S. (2003). Consumer-company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88. DOI: https://doi.org/10.1509/jmkg.67.2.76.18609

Bigné, E., Hernández, B., Ruiz, C., e Andreu, L. (2010). How motivation, opportunity and ability can drive online airline ticket purchases. Journal of Air Transport Management, 16(6), 346-349. DOI: https://doi.org/10.1016/j.jairtraman.2010.05.004

Bigné, E., Küster, I., e Hernández, A. (2013). Las redes sociales virtuales y las marcas influencia del intercambio de experiencias eC2C sobre la actitud de los usuarios hacia la marca. Revista Española de Investigación de Marketing (ESIC), 17(2), 7-27. DOI: https://doi.org/10.1016/S1138-1442(14)60022-X

Boyd, D. M., e Ellison, N. B. (2008). Social network sites: Definition, history and scholarship. Journal of Computer- -Mediated Communication, 13(1), 210-230. DOI: http://dx.doi.org/10.1111/j.1083-6101.2007.00393.x

Braojos-Gómez, J., Benítez-Amado, J., e Llorens-Montes, F. J. (2015). How do small firms learn to develop a social media competence? International Journal of Information Management, 35(4), 443-458. DOI: https://doi.org/10.1016/j.ijinfomgt.2015.04.003

Carvalho, A., e Fernandes, T. (2018). Understanding customer brand engagement with virtual social communities: A comprehensive model of drivers, outcomes and moderators. Journal of Marketing Theory and Practice, 26(1-2), 23-37. DOI: https://doi.org/10.1080/10696679.2017.1389241

Castellano, S., e Dutot, V. (2017). Investigating the influence of e-word-of-mouth on e-reputation. International Studies of Management & Organization, 47(1), 42-60. DOI: https://doi.org/10.1080/00208825.2017.1241088

Chou, E. Y., Lin, C. Y., e Huang, H. C. (2016). Fairness and devotion go far: Integrating online justice and value co-creation in virtual communities. International Journal of Information Management, 36(1), 60-72. DOI: https://doi.org/10.1016/j.ijinfomgt.2015.09.009

Chu, S. C., e Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75. DOI: https://doi.org/10.2501/IJA-30-1-047-075

Clark, B. H., Abela, A. V., e Ambler, T. (2007). Organizational motivation, opportunity and ability to measure marketing performance. Journal of Strategic Marketing, 13(4), 241-259. DOI: https://doi.org/10.1080/09652540500338014

Davis, R., Piven, I., e Breazeale, M. (2014). Conceptualizing the brand in social media community: The five sources model. Journal of Retailing and Consumer Services, 21(4), 468-481. DOI: https://doi.org/10.1016/j.jretconser.2014.03.006

Dholakia, U. M., Bagozzi, R. P., e Pearo, L. K. (2004). A social influence model of consumer participation in network and small group based virtual communities. International Journal of Research in Marketing, 21(3), 241-263. DOI: https://doi.org/10.1016/j.ijresmar.2003.12.004

Effing, R., e Spil, T. A. (2016). The social strategy cone: Towards a framework for evaluating social media strategies. International Journal of Information Management, 36(1), 1-8. DOI: https://doi.org/10.1016/j.ijinfomgt.2015.07.009

Eurostat. (2018a). Social media use by type, internet advertising. Recuperado de http://ec.europa.eu/eurostat/web/products-datasets/-/isoc_cismt

Eurostat. (2018b). Social media use by purpose. Recuperado de http://ec.europa.eu/eurostat/web/productsdatasets/-/isoc_cismp

Fan, Y. W., e Miao, Y. F. (2012). Effect of electronic word-of-mouth on consumer purchase intention: The perspective of gender differences. International Journal of Electronic Business Management, 10(3), 175-181. Recuperado de https://pdfs.semanticscholar.org/ec4e/dbaf0303f25cd0ea1f23a85cebe1891f6e0b.pdf

Gangadharbatla, H. (2008). Facebook me: Collective self-esteem, need to belong, and internet self-efficacy as predictors of the igeneration’s attitudes toward social networking sites. Journal of Interactive Advertising, 8(2), 5-15. DOI: https://doi.org/10.1080/15252019.2008.10722138

Gironda, J. T., e Korgaonkar, P. K. (2014). Understanding consumers’ social networking site usage. Journal of Marketing Management, 30(5-6), 571-605. DOI: https://doi.org/10.1080/0267257X.2013.851106

Gruen, T. W., Osmonbekov, T., e Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(2), 449-456. DOI: https://doi.org/10.1016/j.jbusres.2005.10.004

Gvili, Y., e Levy, S. (2018). Consumer engagement with eWOM on social media: The role of social capital. Online Information Review, 42(4), 482-505. DOI: https://doi.org/10.1108/OIR-05-2017-0158

Hargittai, E. (2007). Whose space? Differences among users and non-users of social network sites. Journal of Computer-Mediated Communication, 13(1), 276-297. DOI: https://doi.org/10.1111/j.1083-6101.2007.00396.x

Henning-Thurau, T., Gwinner, K. P., Walsh, G., e Gremler, D.D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet. Journal of Interactive Marketing, 18(1), 38-52. DOI: https://doi.org/10.1002/dir.10073

Hernández, A., e Küster, I. (2012). Brand impact on purchasing intention. An approach in virtual social networks channels. Economics and Business Letters, 1(2), 1-9. DOI: https://doi.org/10.17811/ebl.1.2.2012.1-9

Hollebeek, L., e Chen, T. (2014). Exploring positively-versus negatively-valenced brand engagement: A conceptual model. Journal of Product & Brand Management, 23(1), 62-74. DOI: https://doi.org/10.1108/JPBM-06-2013-0332

IAB Spain. (2019). Estudio anual de redes sociales. Madrid: IAB Spain. Recuperado de https://iabspain.es/wpcontent/uploads/estudio-anual-redes-sociales-iab-spain-2019_vreducida.pdf

Kim, K. H., e Yun, H. (2007). Crying for me, crying for us: Relational dialectics in a Korean social network site. Journal of Computer-Mediated Communication, 13(1), 298-318. DOI: https://doi.org/10.1111/j.1083-6101.2007.00397.x

Kozinets, R. V., De Valck, K., Wojnicki, A. C., e Wilner, S. J. S. (2010). Networked narriatives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71-89. DOI: https://doi.org/10.1509/jm.74.2.71

Kwon, O., e Wen, Y. (2010). An empirical study of the factors affecting social network service use. Computers in Human Behavior, 26(2), 254-263. DOI: https://doi.org/10.1016/j.chb.2009.04.011

Laroche, M., Habibi, M. R., Richard, M. O., e Sankaranarayanan, R. (2012). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28(5), 1755-1767. DOI: https://doi.org/10.1016/j.chb.2012.04.016

Lee, D., Kim, H. S., e Kim, J. K. (2012). The role of self-construal in consumers’ electronic word of mouth (eWOM) in social networking sites: A social cognitive approach. Computers in Human Behavior, 28(3), 1054-1062. DOI: https://doi.org/10.1016/j.chb.2012.01.009

LePage, E., e Newberry, C. (2018). How to create a social media marketing strategy in 8 easy steps. [Mensaxe en blog]. Recuperado de https://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/

Leung, D., Law, R., Van Hoof, H., e Buhalis, D. (2013). Social media in tourism and hospitality: A literature review. Journal of Travel & Tourism Marketing, 30(1-2), 3-22. DOI: https://doi.org/10.1080/10548408.2013.750919

Lewis, K., Kaufman, J., e Christakis, N. (2008). The taste for privacy: An analysis of colege student privacy settings in an online social network. Journal of Computer-Mediated Communication, 14(1), 79-100. DOI: https://doi.org/10.1111/j.1083-6101.2008.01432.x

Lindsey-Mullikin, J., e Borin, N. (2017). Why strategy is key for successful social media sales. Business Horizons, 60(4), 473-482. DOI: https://doi.org/10.1016/j.bushor.2017.03.005

Litvin, S. W., Goldsmith, R. E., e Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458-468. DOI: https://doi.org/10.1016/j.tourman.2007.05.011

López, I., e Ruiz, S. (2008). Las respuestas cognitivas y emocionales del consumidor como determinantes de la eficacia del sitio web. Revista Española de Investigación de Marketing (ESIC), 12(1), 43-63. Recuperado de https://dialnet.unirioja.es/servlet/articulo?codigo=2768831

López, M., e Sicilia, M. (2013). Boca a boca tradicional vs. electrónico. La participación como factor explicativo de la influencia del boca a boca electrónico. Revista Española de Investigación de Marketing (ESIC), 17(1), 7-38. DOI: https://doi.org/10.1016/S1138-1442(14)60017-6

Maclnnis, D. J., e Jaworski, B. J. (1989). Information processing from advertisements: Toward an integrative framework. Journal of Marketing, 53(10), 1-23. DOI: https://doi.org/10.1177/002224298905300401

Maclnnis, D. J., Moorman, C., e Jaworski, B. (1991). Enhancing and measuring consumer’s motivarion, opportunity and ability to process brand information from Ads. Journal of Marketing, 55(4), 32-53. DOI: https://doi.org/10.1177/002224299105500403

Martínez-López, F. J., Anaya-Sánchez, R., Molinillo, S., Aguilar-Illescas, R., e Esteban-Millat, I. (2017). Consumer engagement in an online brand community. Electronic Commerce Research and Applications, 23, 24-37. DOI: https://doi.org/10.1016/j.elerap.2017.04.002

McAlexander, J. H., Schouten, J. W., e Koenig, H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38-54. DOI: https://doi.org/10.1509/jmkg.66.1.38.18451

Moorman, C. (1990). The effect of stimulus and consumer characteristics of utilization of nutrition information. Journal of Consumer Research, 17(3), 362-374. DOI: https://doi.org/10.1086/208563

Muniz Jr., A. M., e O’Guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412-431. DOI: https://doi.org/10.1086/319618

Muñiz Jr., A. M., e Schau, H. J. (2005). Religiosity in the abandoned Apple Newton brand community. Journal of Consumer Research, 31(4), 737-747. DOI: https://doi.org/10.1086/426607

Okazaki, S., Rubio, N., e Campo, S. (2012). Antecedentes de las redes sociales como canales de comunicación promocional para los jóvenes. Revista Española de Investigación de Marketing (ESIC), 16(2), 31-48. DOI: https://doi.org/10.1016/S1138-1442(14)60013-9

Peluchette, J., e Karl, K. (2008). Social networking profiles: An examination of student attitudes regarding use and appropriateness of content. CyberPsychology & Behavior, 11(1), 95-97. DOI: https://doi.org/10.1089/cpb.2007.9927

Raacke, J., e Bonds-Raacke, J. (2008). MySpace and Facebook: Applying the uses and gratifications theory to exploring friend-networking sites. CyberPsychology & Behavior, 11(2), 169-174. DOI: https://doi.org/10.1089/cpb.2007.0056

Roldán, J. L., Sánchez-Franco, M. J., e Real, J. C. (2017). From frequency of use to social integration: The mediation of routinization and infusion in Tuenti community. European Research on Management and Business Economics, 23(2), 63-69. DOI: https://doi.org/10.1016/j.iedeen.2016.07.002

Shan, Y., e King, K. W. (2015). The effects of interpersonal tie strength and subjective norms on consumers' brand-related eWOM referral intentions. Journal of Interactive Advertising, 15(1), 16-27. DOI: https://doi.org/10.1080/15252019.2015.1016636

Sigala, M., Christou, E., e Gretzel, U. (Eds.). (2012). Social media in travel, tourism and hospitality: Theory, practice and cases. Farham, Surrey, England: Ashgate.

Smith, A., Fischer, E., e Yongjian, C. (2012). How does brand-related user-generated content differ across YouTube, Facebook and Twitter? Journal of Interactive Marketing, 26(2), 102-113. DOI: https://doi.org/10.1016/j.intmar.2012.01.002

Subrahmanyam, K., Reich, S. M., Waechter, N., e Espinoza, G. (2008). Online and offline social networks: Use of social networking sites by emerging adults. Journal of Applied Developmental Psychology, 29(6), 420-433. DOI: https://doi.org/10.1016/j.appdev.2008.07.003

Tafesse, W., e Wien, A. (2018). Implementing social media marketing strategically: An empirical assessment. Journal of Marketing Management, 34(9-10), 732-749. DOI: https://doi.org/10.1080/0267257X.2018.1482365

Torlak, O., Ozkara, B. Y., Tiltay, M. A., Cengiz, H., e Dulger, M. F. (2014). The effect of electronic word of mouth on brand image and purchase intention: An application concerning cell phone brands for youth consumers in Turkey. Journal of Marketing Development and Competitiveness, 8(2), 61-68. Recuperado de http://www.na-businesspress.com/JMDC/TiltayMA_Web8_2_.pdf

Trusov, M., Bucklin, R. E., e Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: Findings from an internet social networking site. Journal of Marketing, 73(5), 90-102. DOI: https://doi.org/10.1509/jmkg.73.5.90

Vahdati, H., e Mousavi Nejad, S. H. (2016). Brand personality toward customer purchase intention: The intermediate role of electronic word-of-mouth and brand equity. Asian Academy of Management Journal, 21(2), 1-26. DOI: http://dx.doi.org/10.21315/aamj2016.21.2.1

Villanueva, J., Yoo, S., e Hanssens, D. M. (2008). The impact of marketing-induced versus word-of-mouth customer acquisition on customer equity growth. Journal of Marketing Research, 45(1), 48-59. DOI: https://doi.org/10.1509/jmkr.45.1.048

Wayne, D. H., e Maclnnis, D. (1997). Consumer behavior. Boston, MA: Houghton Mifflin Harcourt.

Wirtz, J., et al. (2013). Managing brands and customer engagement in online brand communities. Journal of Service Management, 24(3), 223-244. DOI: https://doi.org/10.1108/09564231311326978

Yeh, Y. H., e Choi, S. M. (2011). MINI-lovers, maxi-mouths: An investigation of antecedents to eWOM intention among brand community members. Journal of Marketing Communications, 17(3), 145-162. DOI: https://doi.org/10.1080/13527260903351119

Zhang, M., e Luo, N. (2016). Understanding relationship benefits from harmonious brand community on social media. Internet Research, 26(4), 809-826. DOI: https://doi.org/10.1108/IntR-05-2015-0149

Zhou, T. (2011). Understanding online community user participation: A social influence perspective. Internet Research, 21(1), 67-81. DOI: https://doi.org/10.1108/10662241111104884

Zhou, Z., Zhang, Q., Su, C., e Zhou, N. (2012). How do brand communities generate brand relationships? Intermediate mechanisms. Journal of Business Research, 65(7), 890-895. DOI: https://doi.org/10.1016/j.jbusres.2011.06.034

Most read articles by the same author(s)