Community engagement and online word of mouth: An empirical investigation |
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Authors: | Ji Wu Shaokun Fan J Leon Zhao |
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Affiliation: | 1. Business School, Sun Yat-sen University, 135 West Xingang Road, Guangzhou, China;2. College of Business, Oregon State University, Corvallis, OR 97331, United States;3. Department of Information Systems, City University of Hong Kong, 83 Tat Chee Avenue, Kowloon, Hong Kong, China |
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Abstract: | 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. |
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Keywords: | Online brand community Online product review Community engagement Word of mouth Customer tenure |
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