Community engagement and online word of mouth: An empirical investigation

Ji Wu; Shaokun Fan; J. Leon Zhao

doi:10.1016/j.im.2017.07.002

Community engagement and online word of mouth: An empirical investigation

Ji Wu^*, Shaokun Fan, J. Leon Zhao

^*Corresponding author for this work

Department of Information Systems

Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review

106 Citations (Scopus)

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.

Original language	English
Pages (from-to)	258-270
Journal	Information & Management
Volume	55
Issue number	2
Online published	8 Jul 2017
DOIs	https://doi.org/10.1016/j.im.2017.07.002
Publication status	Published - Mar 2018

Research Keywords

Community engagement
Customer tenure
Online brand community
Online product review
Word of mouth

RGC Funding Information

RGC-funded

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access Output

10.1016/j.im.2017.07.002

Other Access Options

Check CityUHK Library

Permanent Link

Right click to copy link

Cite this

@article{921bbc35fe3f4224a495d90df810bf75,

title = "Community engagement and online word of mouth: An empirical investigation",

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{\textquoteright} 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.",

keywords = "Community engagement, Customer tenure, Online brand community, Online product review, Word of mouth",

author = "Ji Wu and Shaokun Fan and Zhao, {J. Leon}",

year = "2018",

month = mar,

doi = "10.1016/j.im.2017.07.002",

language = "English",

volume = "55",

pages = "258--270",

journal = "Information & Management",

issn = "0378-7206",

publisher = "Elsevier B.V.",

number = "2",

}

TY - JOUR

T1 - Community engagement and online word of mouth

T2 - An empirical investigation

AU - Wu, Ji

AU - Fan, Shaokun

AU - Zhao, J. Leon

PY - 2018/3

Y1 - 2018/3

N2 - 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.

AB - 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.

KW - Community engagement

KW - Customer tenure

KW - Online brand community

KW - Online product review

KW - Word of mouth

UR - http://www.scopus.com/inward/record.url?scp=85022224081&partnerID=8YFLogxK

UR - https://www.scopus.com/record/pubmetrics.uri?eid=2-s2.0-85022224081&origin=recordpage

U2 - 10.1016/j.im.2017.07.002

DO - 10.1016/j.im.2017.07.002

M3 - RGC 21 - Publication in refereed journal

SN - 0378-7206

VL - 55

SP - 258

EP - 270

JO - Information & Management

JF - Information & Management

IS - 2

ER -

Community engagement and online word of mouth: An empirical investigation

Abstract

Research Keywords

RGC Funding Information

UN SDGs

Access Output

Other Access Options

Permanent Link

Other Files and Links

Fingerprint

GRF: Consumer Use of Product Information under Web and Mobile Channels in e-Commerce: A Process Design Perspective

Cite this

Community engagement and online word of mouth: An empirical investigation

Abstract

Research Keywords

RGC Funding Information

UN SDGs

Access Output

Other Access Options

Permanent Link

Other Files and Links

Fingerprint

Projects

GRF: Consumer Use of Product Information under Web and Mobile Channels in e-Commerce: A Process Design Perspective

Cite this