Community engagement and online word of mouth : An empirical investigation

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalNot applicablepeer-review

2 Scopus Citations
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Detail(s)

Original languageEnglish
Pages (from-to)258-270
Journal / PublicationInformation and Management
Volume55
Issue number2
Early online date8 Jul 2017
StatePublished - Mar 2018

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.

Research Area(s)

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

Citation Format(s)

Community engagement and online word of mouth : An empirical investigation. / Wu, Ji; Fan, Shaokun; Zhao, J. Leon.

In: Information and Management, Vol. 55, No. 2, 03.2018, p. 258-270.

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalNot applicablepeer-review