TY - JOUR
T1 - The role of online brand community engagement on positive or negative self-expression word-of-mouth
AU - Loureiro, Sandra Maria Correia
AU - Kaufmann, Hans Rüdiger
N1 - Funding Information:
This research is supported by a grant from the Fundação para a Ciência e Tecnologia [UID/GES/00315/2013].
Publisher Copyright:
© 2018, © 2018 The Author(s). This open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license.
Copyright:
Copyright 2019 Elsevier B.V., All rights reserved.
PY - 2018/1/1
Y1 - 2018/1/1
N2 - The aim of this research is to explore how online engagement influences positive versus negative consumption-focused self-expression word-of-mouth. Three brands are selected to be the focus of the study (Starbucks, Apple, and McDonald’s), and six online brand communities of these brands participated. The online questionnaire was distributed to those communities and filled in by 600 members of the respective love and hate brand communities. Affection (passion/aversion) is the motivational factor that leads community members of both types (love and hate) to be active in commenting and writing reviews about the product/brand. In hate brand communities, connecting negatively influences consumption-focused self-expression word-of-mouth, whilst brand influence has a positive effect on it.
AB - The aim of this research is to explore how online engagement influences positive versus negative consumption-focused self-expression word-of-mouth. Three brands are selected to be the focus of the study (Starbucks, Apple, and McDonald’s), and six online brand communities of these brands participated. The online questionnaire was distributed to those communities and filled in by 600 members of the respective love and hate brand communities. Affection (passion/aversion) is the motivational factor that leads community members of both types (love and hate) to be active in commenting and writing reviews about the product/brand. In hate brand communities, connecting negatively influences consumption-focused self-expression word-of-mouth, whilst brand influence has a positive effect on it.
KW - consumption-focused self-expression word-of-mouth
KW - hate brand communities
KW - love brand communities
KW - online brand community engagement
UR - http://www.scopus.com/inward/record.url?scp=85061230914&partnerID=8YFLogxK
U2 - 10.1080/23311975.2018.1508543
DO - 10.1080/23311975.2018.1508543
M3 - Article
AN - SCOPUS:85061230914
SN - 2331-1975
VL - 5
JO - Cogent Business and Management
JF - Cogent Business and Management
IS - 1
M1 - 1508543
ER -