Abstract
Marketers increasingly seek to build brand advocacy not only via traditional word of mouth (in-person WOM) but also by engaging their (loyal) customers via online media (eWOM). In a survey and three follow-up experiments, however, we show that brand loyalty is less positively related to spreading eWOM than in-person WOM (Studies 1-3). We find that loyal consumers' willingness to engage in eWOM increases when they are motivated to signal their identity through a brand (i.e., high self-brand connection in Studies 1-3) or to help a brand (Study 4). Our findings support the notion that online communication spreads faster and is less spontaneous and more deliberate than face-to-face communication. In turn, loyal consumers need strong motivation tied to the brand to engage in eWOM.
| Original language | English |
|---|---|
| Pages (from-to) | 872-891 |
| Journal | International Journal of Research in Marketing |
| Volume | 34 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published - 2017 |
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Keywords
- (Electronic) word of mouth
- Branding
- Loyalty
- Self-brand connection
- Social media
Cite this
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The differential impact of brand loyalty on traditional and online word of mouth : The moderating roles of self-brand connection and the desire to help the brand. / Eelen, Jiska; Özturan, Peren; Verlegh, Peeter W.J.
In: International Journal of Research in Marketing, Vol. 34, No. 4, 2017, p. 872-891.Research output: Contribution to Journal › Article › Academic › peer-review
TY - JOUR
T1 - The differential impact of brand loyalty on traditional and online word of mouth
T2 - The moderating roles of self-brand connection and the desire to help the brand
AU - Eelen, Jiska
AU - Özturan, Peren
AU - Verlegh, Peeter W.J.
PY - 2017
Y1 - 2017
N2 - Marketers increasingly seek to build brand advocacy not only via traditional word of mouth (in-person WOM) but also by engaging their (loyal) customers via online media (eWOM). In a survey and three follow-up experiments, however, we show that brand loyalty is less positively related to spreading eWOM than in-person WOM (Studies 1-3). We find that loyal consumers' willingness to engage in eWOM increases when they are motivated to signal their identity through a brand (i.e., high self-brand connection in Studies 1-3) or to help a brand (Study 4). Our findings support the notion that online communication spreads faster and is less spontaneous and more deliberate than face-to-face communication. In turn, loyal consumers need strong motivation tied to the brand to engage in eWOM.
AB - Marketers increasingly seek to build brand advocacy not only via traditional word of mouth (in-person WOM) but also by engaging their (loyal) customers via online media (eWOM). In a survey and three follow-up experiments, however, we show that brand loyalty is less positively related to spreading eWOM than in-person WOM (Studies 1-3). We find that loyal consumers' willingness to engage in eWOM increases when they are motivated to signal their identity through a brand (i.e., high self-brand connection in Studies 1-3) or to help a brand (Study 4). Our findings support the notion that online communication spreads faster and is less spontaneous and more deliberate than face-to-face communication. In turn, loyal consumers need strong motivation tied to the brand to engage in eWOM.
KW - (Electronic) word of mouth
KW - Branding
KW - Loyalty
KW - Self-brand connection
KW - Social media
UR - http://www.scopus.com/inward/record.url?scp=85028425185&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85028425185&partnerID=8YFLogxK
U2 - 10.1016/j.ijresmar.2017.08.002
DO - 10.1016/j.ijresmar.2017.08.002
M3 - Article
VL - 34
SP - 872
EP - 891
JO - International Journal of Research in Marketing
JF - International Journal of Research in Marketing
SN - 0167-8116
IS - 4
ER -