Shifting marketing era from Legacy Marketing to New Wave Marketing affects in the emergence of virtual entrepreneurs. 13th Shoes - new local online based shoes brand - utilizes three well-known social media as promotion media. In early... more
Shifting marketing era from Legacy Marketing to New Wave Marketing affects in the emergence of virtual entrepreneurs. 13th Shoes - new local online based shoes brand - utilizes three well-known social media as promotion media. In early 2012, when 13th Shoes started to use instagram as its promotion media, there’re an increase in sales with higher margin than the previous years. Research objective is examining the influence of Electronic Word of Mouth (EWOM) among 13th Shoes Instagram toward Brand Image and Purchase Intention. This research is using Purposive Sampling with 200 samples and Structural Equation Modeling with SmartPLS. All variables obtained an almost good responds from respondents. The direct effect of EWOM towards Purchase Intention is 15.9% and indirect effect towards Brand Image is 36.1%. The effects of EWOM towards brand image and purchase intention are equally by 60%. 13th Shoes is suggested to keep increased its brand image.
The purpose of this chapter is to provide a holistic framework of complaint communication management on the Internet. Specifically, a model for e-businesses strategy is put forward which integrates the communication perspective of online... more
The purpose of this chapter is to provide a holistic framework of complaint communication management on the Internet. Specifically, a model for e-businesses strategy is put forward which integrates the communication perspective of online complainers, the company as re-spondents and observers who follow the complaint dialogue online. In acknowledgement of the active or passive influence of each communication participant on the exchange process, the particular characteristics of online complaint psychology, electronic communication channels and related management systems are reflected within a circular process model that highlights the need for e-managers to develop and implement strategic means to proactively control and respond to negative publicity on the Internet. By distinctively focusing on studies from communication psychology, strategic management, e-marketing and Information technology that were conducted in an online environment, this chapter aims to address the lack of lite...
Este estudo tem como objetivo investigar como as organizações do setor hoteleiro têm utilizado os vídeos publicados na internet como elemento de promoção e venda de seus produtos e serviços. Para isso, utilizou-se de entrevistas... more
Este estudo tem como objetivo investigar como as organizações do setor hoteleiro têm utilizado os vídeos publicados na internet como elemento de promoção e venda de seus produtos e serviços. Para isso, utilizou-se de entrevistas semiestruturadas aplicadas aos gerentes comerciais, em cinco unidades de hotéis localizados em Natal (Rio Grande do Norte, Brasil). O estudo configura-se por uma abordagem qualitativa, exploratória e descritiva, fazendo uso da técnica de análise de conteúdo para análise e interpretação das informações. Os achados da pesquisa sugerem que, os vídeos são ferramentas em potencial para comunicar a venda de serviços, se sobressaindo a imagens, à medida que permite uma comunicação mais ampla e realista sobre o que se estar oferecendo. Embora os empreendimentos ainda apresentem estratégias fragilizadas, percebe-se que o conteúdo gerado pelo usuário (CGU) em forma de vídeos vem aumentando, e dessa forma, tem possibilitado aos diversos consumidores, influenciar novos consumidores a adquirir produtos no hotel. Por fim, considera-se que essa investigação aborda novas tendências sobre a promoção e venda de serviços hoteleiros, revelando que as atitudes dos gestores em gerenciar o conteúdo publicado em formato de vídeos, poderá influenciar positivamente a intenção de futuros clientes para aquisição de produtos e serviços nesses empreendimentos.
Recent marketing and service research highlights the detrimental impact of negative customer engagement behaviour (CEB) in online social networks. Nevertheless, the extant literature captures the impact of what customers say about service... more
Recent marketing and service research highlights the detrimental impact of negative customer engagement behaviour (CEB) in online social networks. Nevertheless, the extant literature captures the impact of what customers say about service providers in their negative reviews and fails to provide any understanding of different intensity levels of negative engagement. This article marks the first attempt to provide a more nuanced view of negative CEB by investigating the impact of six forms of negatively valenced influencing behaviour (NVIB) using two online experiments. Our results provide new insights into intensity levels of NVIB and how they are moderated by positive reviews. Practically, this paper addresses one of the challenges for service providers in managing NVIBs, centred on understanding the heterogeneity of its forms. The results suggest that managers use semantic tools to detect the intensity levels of NVIB and to prioritise handling and/or mitigating the more intense NVIBs when they occur.
Purpose Banking industry has no option but to remain observant and redraft the contagion playbook as per the situation evolves owing to COVID-19. Therefore, this study aims to develop a model to examine empirically how effectively... more
Purpose Banking industry has no option but to remain observant and redraft the contagion playbook as per the situation evolves owing to COVID-19. Therefore, this study aims to develop a model to examine empirically how effectively complaints are handled to control customer retaliation and negative e-word of mouth (eWOM) in such a pandemic situation, where banking institutions are using social media as a key platform. Design/methodology/approach A self-administered questionnaire was distributed among 309 participants who had encountered service failure and experienced complaint handling on Facebook. This study draws upon prevailing literature to test a series of hypotheses through structural equation modeling. Findings The findings show that effective complaint handling has a negative influence on customer retaliation in the social media environment. As a result, customer retaliation was found to have a positive association with negative eWOM. Therefore, this study has revealed that ...
Shifting marketing era from Legacy Marketing to New Wave Marketing affects in the emergence of virtual entrepreneurs. 13th Shoes - new local online based shoes brand - utilizes three well-known social media as promotion media. In early... more
Shifting marketing era from Legacy Marketing to New Wave Marketing affects in the emergence of virtual entrepreneurs. 13th Shoes - new local online based shoes brand - utilizes three well-known social media as promotion media. In early 2012, when 13th Shoes started to use Instagram as its promotion media, there are an increase in sales with higher margin than the previous years. Research objective is examining the influence of Electronic Word of Mouth (EWOM) among 13th Shoes Instagram toward Brand Image and Purchase Intention. This research is using Purposive Sampling with 200 samples and Structural Equation Modeling with Smart PLS. All variables obtained an almost good responds from respondents. The direct effect of EWOM towards Purchase Intention is 15.9% and indirect effect towards Brand Image is 36.1%. The effects of EWOM towards brand image and purchase intention are equally by 60%.13th Shoes is suggested to keep increased its brand image.
Purpose The purpose of this paper is to show how customers engage in negatively valenced influencing behavior (NVIB) and what triggers customers to use different forms of NVIB in an online context. Design/methodology/approach A... more
Purpose The purpose of this paper is to show how customers engage in negatively valenced influencing behavior (NVIB) and what triggers customers to use different forms of NVIB in an online context. Design/methodology/approach A qualitative study is conducted using an unobtrusive netnography. Data collected comprise of 954 negatively valenced online reviews posted on TripAdvisor to hotels, restaurants, and “things to do” in 12 different destinations worldwide. Findings Drawing on the recent literature relating to customer engagement behavior (CEB), this paper identifies and conceptualizes the relationship between five cognitive (service failure, overpricing, deception) and emotional (disappointment and insecurity) triggers of six forms of direct (dissuading, warning, and endorsing competitors) and indirect (discrediting, expressing regret, and deriding) NVIB. Research limitations/implications The unobtrusive netnography has inherent limitations that lend itself to inductive rich insi...
This study aims to explain the effect of Word of mouth on purchase intention through brand image. The focus on cell phone brands specifically. The sample of this study consisted of university students residing in Turkey. Data were... more
This study aims to explain the effect of Word of mouth on purchase intention through brand image. The focus on cell phone brands specifically. The sample of this study consisted of university students residing in Turkey. Data were obtained with a questionnaire and the face to face method after briefing the participants. The results of the study showed that there is a significant positive relationship between the electronic word of mouth on brand image and purchase intention.
The study aims to investigate whether a company reputation can be used to reduce the impact of negative electronic word of mouth (eWOM). We conducted experimental research in two studies along with 225 college students, who at least have... more
The study aims to investigate whether a company reputation can be used to reduce the impact of negative electronic word of mouth (eWOM). We conducted experimental research in two studies along with 225 college students, who at least have two accounts in different social media, as participants. We use both qualitative and quantitative methodologies. Qualitative research was carried out with focus group interviews to decide the number of high or low negative reviews as well as the level of credibility. Quantitative research used cross-sectional field design by pilot study and the main study. The model was tested and developed using data collected by questionnaires in paper surveys. The results of study 1 suggest that negative eWOM reduces purchase intentions mediated by the subjective norms and perceived behavior control. High negative eWOM reduces purchase intention more than low ones. Study 2 found out that in a condition of high negative eWOM, good company reputation's perception affected purchase intention mediated by attitude. Furthermore, purchase intention is higher when a good company reputation's perception is stronger. Therefor Organizations should convey its company reputation to their customer visually to get a good perception. Further research to investigate another variable that the company has is required.
This study aims to determine how electronic word of mouth (eWOM) on TripAdvisor affects travel intention of tourists to Nuart Sculpture Park Bandung. The problem in this study is focused on the influence of eWOM on tourist travel... more
This study aims to determine how electronic word of mouth (eWOM) on TripAdvisor affects travel intention of tourists to Nuart Sculpture Park Bandung. The problem in this study is focused on the influence of eWOM on tourist travel intention due to the current development of the internet helps tourist destinations to market their products. In addition, TripAdvisor was chosen in this study as a platform that has a role as a very popular online travel review site by displaying reviews from tourists and can be read by other travelers. To approach this problem, this study uses Ajzen’s statement (2015) which mentions that travel intention can be predicted from 3 factors, namely behavioral beliefs, normative beliefs, and control beliefs. This research uses descriptive quantitative method, by distributing questionnaires to 100 respondents, and analyzed using descriptive statistical data analysis techniques along with simple linear regression. This study concludes that tourist travel intentio...
This paper analyzed the dynamics of review postings of brazilian consumers about services provided by hotels on TripAdvisor. The methodology adopted was qualitative and the method used was content analysis, with the collection and... more
This paper analyzed the dynamics of review postings of brazilian consumers about services provided by hotels on TripAdvisor. The methodology adopted was qualitative and the method used was content analysis, with the collection and codification of 371 reviews of hotels. The results showed a good perception about the quality of the services provided, with motivations related to social benefits and assistance being the most identified in the reviews. Some unfavorable aspects were also found in some reviews, such as the perception of unfair prices. Other relevant aspects were also observed and recommendations were made both for management and for future research.
This study was aimed to reveal the mediating role of nostalgia tendencies in the effect of E-Wom (Electronic Word of Mouth Communication) on Tourists' intention to visit UNESCO World Heritage City Safranbolu. The authors aimed to reveal... more
This study was aimed to reveal the mediating role of nostalgia tendencies in the effect of E-Wom (Electronic Word of Mouth Communication) on Tourists' intention to visit UNESCO World Heritage City Safranbolu. The authors aimed to reveal the effect of word of mouth communication on the destination preference, as well as to determine whether the nostalgia tendency has an intermediary role during this communication. Survey method was used in the research as the data collection tool. The survey was administered to all travel lovers. A total of 402 people participated in the survey. In this research, the structural equation model was used to determine the mediating role of the nostalgia trend in the impact of E-wom on travel intent. Responses were analyzed with SPSS statistical software. According to the results of the research, E-wom has an impact on travel intention. The partial mediating role of the "nostalgia tendency" in "the effect of e-wom on travel intention" was determined. Comments and suggestions were developed depending on the analysis results obtained at the end of the study.
The effect of Word-Of-Mouth Marketing in a digital age is what this paper explores. The paper looks at this phenomenon from a service experience point of view.
This study presents an empirical investigation as to the key determinants of purchase intention towards clothing on Instagram. A conceptual model has been created, based upon the relevant literature and research questions of this study,... more
This study presents an empirical investigation as to the key determinants of purchase intention towards clothing on Instagram. A conceptual model has been created, based upon the relevant literature and research questions of this study, which has subsequently been evaluated through a quantitative methodology. A convenience sample of 200 Thai customers was selected in order to complete the questionnaire. The accumulated data was analysed via multiple regression in order to test the study’s hypotheses. The results suggest that four aspects contribute positively towards customer purchase intentions (perceived social value, perceived price value, perceived quality value and perceived benefits) while, in contrast, risk perceptions have been found to adversely impact upon customer purchase intentions. Two other aspects, perceived emotional value and electronic word of mouth, have been found to have no significant influence upon purchase intentions.
Online customer reviews are one of the important information sources during the purchase decision process. The importance of online reviews can be gauged from a surge in online review-hosting websites and ever-increasing size of user... more
Online customer reviews are one of the important information sources during the purchase decision process. The importance of online reviews can be gauged from a surge in online review-hosting websites and ever-increasing size of user communities associated with these platforms. These platforms thrive on volunteer contributions from users from writing reviews to managing lists and various other community activities. The amount and quality of user contributions on these platforms play a critical role on long-term success of these platforms. Prior research has focused on role and effect of user reviews on purchase decision process for prospective customers. However, we do not yet understand why users continue to contribute. We also do not know if they change their contributions over time. Reviewers are heterogeneous in their experience, expertise and motivations. In this research, we investigate how reviewers’ contributions to online review hosting websites changes over time. We find that reviewers do write fewer reviews over time and their experience, expertise, participation cost and motivation affects their contribution to these platforms.
The purpose of this paper is to investigate the Romanian consumers' determinants of eWOM messages' perceived credibility in the context of health care services. We selected a sample of 127 women and we administered a... more
The purpose of this paper is to investigate the Romanian consumers' determinants of eWOM messages' perceived credibility in the context of health care services. We selected a sample of 127 women and we administered a questionnaire. We used the partial least squares to uncover the established relationships between the variables of the model, namely the argument strength and the source credibility of a eWOM message and the intention to purchase a health care service based on the information embedded in the eWOM messages. The results revealed that all variables had positive direct correlations with each other but the argument strength of a message has the highest impact on the intention.
Hotel booking decisions are increasingly influenced by consumer feedback available on social media sites. Using data submitted by customers on TripAdvisor, this study analyzes the customer satisfaction ratings posted for 2,211 hotels. The... more
Hotel booking decisions are increasingly influenced by consumer feedback available on social media sites. Using data submitted by customers on TripAdvisor, this study analyzes the customer satisfaction ratings posted for 2,211 hotels. The study provides four key contributions to our knowledge on this subject. Firstly, a comparative analysis was conducted of customer ratings for hotels located on the Spanish coast and Portugal’s southern coast. Secondly, significant differences were found in the number of comments and average online review ratings, which showed a correlation to the tourism destinations’ geographical locations. Thirdly, the study found that customers tend to rate their hotel experiences positively. Fourthly, the customers’ overall level of satisfaction with a hotel tends to increase proportionately based on the number of customer feedback comments posted for that hotel. Consequently, one of this study’s findings is that hotels should encourage their customers to post ...
Öz: Sosyal ağ sitelerinin tüketicilerin günlük hayatının vazgeçilmez bir parçası haline gelmesi, markaların tüketici bağlarını güçlendirmek için bu platformlarda temaslarını arttırmalarına neden olmuştur. Böylelikle, tüketiciler markalar... more
Öz: Sosyal ağ sitelerinin tüketicilerin günlük hayatının vazgeçilmez bir parçası haline gelmesi, markaların tüketici bağlarını güçlendirmek için bu platformlarda temaslarını arttırmalarına neden olmuştur. Böylelikle, tüketiciler markalar hakkında daha fazla içerik üretir ve paylaşır hale gelmiş ve bu da elektronik ağızdan ağza iletişim (e-AAİ) mesajlarında artışa yol açmıştır. Markaların iletişim süreçlerindeki bu değişim, sosyal ağlarda tüketici bağı ve e-AAİ arasındaki ilişkinin önemine işaret etmektedir. Mevcut araştırma ile sosyal ağlarda tüketici bağının, e-AAİ üzerindeki etkisinin ölçülmesi amaçlanmaktadır. Araştırma kapsamında, tüketicilerin sosyal ağlarda markalar ile kurdukları bağın; elektronik ağızdan ağza iletişim mesajlarına inanma (e-AAİ inanırlığı), bu mesajlardan etkilenme düzeyleri (e-AAİ etkisi) ve bu mesajlara yönelik gösterdikleri tutumlar (e-AAİ tutumu) üzerinde olumlu ve anlamlı bir etkisi olduğu sonucuna ulaşılmıştır. Abstract: As social networks became an ind...
Purpose The purpose of this paper is to show how customers engage in negatively valenced influencing behavior (NVIB) and what triggers customers to use different forms of NVIB in an online context. Design/methodology/approach A... more
Purpose The purpose of this paper is to show how customers engage in negatively valenced influencing behavior (NVIB) and what triggers customers to use different forms of NVIB in an online context. Design/methodology/approach A qualitative study is conducted using an unobtrusive netnography. Data collected comprise of 954 negatively valenced online reviews posted on TripAdvisor to hotels, restaurants, and “things to do” in 12 different destinations worldwide. Findings Drawing on the recent literature relating to customer engagement behavior (CEB), this paper identifies and conceptualizes the relationship between five cognitive (service failure, overpricing, deception) and emotional (disappointment and insecurity) triggers of six forms of direct (dissuading, warning, and endorsing competitors) and indirect (discrediting, expressing regret, and deriding) NVIB. Research limitations/implications The unobtrusive netnography has inherent limitations that lend itself to inductive rich insi...
This paper analyzed the dynamics of review postings of brazilian consumers about services provided by hotels on TripAdvisor. The methodology adopted was qualitative and the method used was content analysis, with the collection and... more
This paper analyzed the dynamics of review postings of brazilian consumers about services provided by hotels on TripAdvisor. The methodology adopted was qualitative and the method used was content analysis, with the collection and codification of 371 reviews of hotels. The results showed a good perception about the quality of the services provided, with motivations related to social benefits and assistance being the most identified in the reviews. Some unfavorable aspects were also found in some reviews, such as the perception of unfair prices. Other relevant aspects were also observed and recommendations were made both for management and for future research.
The main purpose of this research is identifying predictors and outcomes of electronic brand engagement in users' mobile application. For this purpose structured questionnaire was developed to collect data and totally 334 questionnaires... more
The main purpose of this research is identifying predictors and outcomes of electronic brand engagement in users' mobile application. For this purpose structured questionnaire was developed to collect data and totally 334 questionnaires of DigiKala users' mobile commerce application were analyzed. The suggested research model was tested by structural equation modeling (SEM). The findings indicate that customer satisfaction and trust in with retailing stores have a positive influence on customer engagement with electronic brand in shopping via app. Moreover, the results show that customer brand engagement has a positive influence on the e-WOM and intention to the help other customers and retailer. Studying on the electronic brand engagement specially in the case of mobile applications is a novel topic and previous research on consumer behavior and digital marketing has not considered it in Iran. Another contribution of this study is examining the relationships between electronic brand engagement, its predictors and its consequences coincidently.
The fact that e-commerce is one of the most preferred shopping methods nowadays increases the importance of word of mouth, trust, and purchase intention in the online environment. This study aims to investigate the relationships between... more
The fact that e-commerce is one of the most preferred shopping methods nowadays increases the importance of word of mouth, trust, and purchase intention in the online environment. This study aims to investigate the relationships between online purchase intention, trust, and electronic word of mouth (eWOM) by creating a conceptual model, with a sample of Turkish musicians in the online shopping context. Using the online survey method, data were collected from 113 Turkish musicians shopped on mydukkan.com which is an online musical instrument e-retailer operates in Turkey. The data were analyzed by Structural Equation Modeling on SPSS AMOS 22. According to the results, the research model was evaluated as a reliable and valid model with good fit indices. It was found that trust in the e-retailer has a positive effect on intention to purchase online; while eWOM has no significant effect on both trust and intention to purchase online.
Penelitian ini bertujuan untuk mengetahui bagaimana electronic word of mouth (eWOM) pada situs TripAdvisor mempengaruhi travel intention wisatawan ke Nuart Sculpture Park Bandung. Masalah dalam penelitian ini difokuskan pada pengaruh eWOM... more
Penelitian ini bertujuan untuk mengetahui bagaimana electronic word of mouth (eWOM) pada situs TripAdvisor mempengaruhi travel intention wisatawan ke Nuart Sculpture Park Bandung. Masalah dalam penelitian ini difokuskan pada pengaruh eWOM terhadap travel intention wisatawan mengingat perkembangan internet saat ini membantu destinasi wisata untuk memasarkan produknya. Selain itu, TripAdvisor dipilih dalam penelitian ini sebagai platform yang memiliki peran sebagai situs online travel review yang sangat populer dengan menampilkan review atau ulasan dari wisatawan dan dapat dibaca oleh wisatawan lain. Guna mendekati masalah ini dipergunakan acuan teori dari Ajzen (2015) yang menyebutkan bahwa travel intention dapat diprediksi dari 3 faktor, yaitu behavioral beliefs, normative beliefs,dan control beliefs. Penelitian ini menggunakan metode kuantitatif deskriptif, dengan melakukan penyebaran kuesioner terhadap 100 responden, dan dianalisis menggunakan teknik analisis data statistik deskriptif beserta regresi linear sederhana. Kajian ini menyimpulkan bahwa travel intention wisatawan dapat dipengaruhi electronic word of mouth sebesar 61,1% sedangkan 38,9% dipengaruhi oleh faktor lain.
Kata Kunci: Electronic Word of Mouth (eWOM), Travel Intention.
The purpose of this paper is to show how customers engage in negatively valenced influencing behavior (NVIB) and what triggers customers to use different forms of NVIB in an online context. A qualitative study is conducted using an... more
The purpose of this paper is to show how customers engage in negatively valenced influencing behavior (NVIB) and what triggers customers to use different forms of NVIB in an online context. A qualitative study is conducted using an unobtrusive netnography. Data collected comprise of 954 negatively valenced online reviews posted on TripAdvisor to hotels, restaurants, and “things to do” in 12 different destinations worldwide. Drawing on the recent literature relating to customer engagement behavior (CEB), this paper identifies and conceptualizes the relationship between five cognitive (service failure, overpricing, deception) and emotional (disappointment and insecurity) triggers of six forms of direct (dissuading, warning, and endorsing competitors) and indirect (discrediting, expressing regret, and deriding) NVIB. This research is the first to identify the forms and triggers of NVIB, classify direct and indirect forms, and conceptualize the relationships between forms and triggers. Practically, this paper provides managers with knowledge of the specific triggers of NVIB. Additionally, the paper conceptualizes the various forms of NVIB, how customers use them, and what triggers them to use each form. Moreover, the paper offers relevant data-inferred recommendations to service managers on how to manage each form of NVIB.
Researchers, marketers, and consumers often believe that amplifying emotional content is impactful for the spread of information and purchasing decisions. However, there is little systematic investigation of when emotionality backfires.... more
Researchers, marketers, and consumers often believe that amplifying emotional content is impactful for the spread of information and purchasing decisions. However, there is little systematic investigation of when emotionality backfires. This research demonstrates when and why positive emotion can have enhancing versus backfiring effects. The authors find that reviewers who express greater positive emotion are indeed more positive toward their products, regardless of product type. In addition, expressed emotion for hedonic products has a positive impact when read by others, but this emotion backfires for utilitarian products, leading others to be less positive. The authors construct a conceptual model of these effects and show that violated expectations leading to decreased trust underlie this divergence between reviewers and readers. The effects occur in well-controlled experiments as well as computational linguistic analysis of 100,000 Amazon reviews across 500 products. Indeed, emotional reviews of utilitarian products are less likely to become popular and be displayed on the product's front page on Amazon. This work also introduces a novel tool for quantifying natural language in marketing: the Evaluative Lexicon.
Internet reviews are a valuable information mine, however most research is oriented towards English based ones. The Romanian language reviews exhibit specific grammar rules, dialect challenges and polymorphism, which need customized... more
Internet reviews are a valuable information mine, however most research is oriented towards English based ones. The Romanian language reviews exhibit specific grammar rules, dialect challenges and polymorphism, which need customized methods to be dealt with. This paper offers a method for aggregating heterogeneous Romanian language reviews into a homogenous corpus, fit for further analyse.
In today's Social Web environment, traditional media struggles to capture the monetary potential of media products online. The authors argue that a synergetic business model can maximize strengths and alleviate weaknesses of... more
In today's Social Web environment, traditional media struggles to capture the monetary potential of media products online. The authors argue that a synergetic business model can maximize strengths and alleviate weaknesses of traditional media and the Social Web. !
In the crowdfunding model, a campaign succeeds by collecting the funds required over a predefined duration. This study examines the motivations that encourage supporter participation. The results of an empirical study validate the effect... more
In the crowdfunding model, a campaign succeeds by collecting the funds required over a predefined duration. This study examines the motivations that encourage supporter participation. The results of an empirical study validate the effect of economic, philanthropic, networking and social utility motivations on the campaign’s success. However, economic sensitivity and gender are important moderators of participation. The results also show that the feeling of social utility encourages electronic word-of-mouth (e-WOM) and helps develop the social capital of the project creators.
Taking a consumer centric approach, this study investigates the social processes central to ads going viral. Specifically, insights into the intertwining roles of brand relationships and sharing motivations in the social exchange of... more
Taking a consumer centric approach, this study investigates the social processes central to ads going viral. Specifically, insights into the intertwining roles of brand relationships and sharing motivations in the social exchange of advertising are explored. Two distinct referral decision-making processes were proposed and tested: referral and coreferral. Results offer evidence that brand relationships interact with sharing motivations to impact ad referral decision processes within social networking sites. Practical and theoretical implications are discussed.
