The role of online brand community engagement on positive or negative self-expression word-of-mouth

Sandra Maria Correia Loureiro, Hans Rüdiger Kaufmann

    Research output: Contribution to journalArticlepeer-review

    Abstract

    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.

    Original languageEnglish
    Article number1508543
    JournalCogent Business and Management
    Volume5
    Issue number1
    DOIs
    Publication statusPublished - 1 Jan 2018

    Keywords

    • consumption-focused self-expression word-of-mouth
    • hate brand communities
    • love brand communities
    • online brand community engagement

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