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dc.contributor.authorMarissa Chantamas
dc.contributor.authorPunnaluck Satanasavapak
dc.contributor.authorArpavadee Visetbhakdi
dc.date.accessioned2020-07-03T03:09:50Z
dc.date.available2020-07-03T03:09:50Z
dc.date.issued2020
dc.identifier.citationABAC Journal Vol. 40 No.2 (April-June 2020), 122-139en_US
dc.identifier.urihttp://repository.au.edu/handle/6623004553/23810
dc.description.abstractPrevious studies on the antecedents of Electronic Word of Mouth (EWOM) have either focused on the opinion leadership characteristics of individuals, or on brand commitment. It is the aim of this study to combine these two separate streams of research by evaluating the impact of opinion leadership characteristics and brand commitment as possible drivers of EWOM on Social Networking Sites (SNS). It is found that brand commitment is indeed a strong driver of brand related EWOM. Brand commitment mediates the motivation to engage in EWOM by those who already exhibit opinion leadership characteristics. In addition, the findings show that those who have opinion leadership characteristics and those who do not have opinion leadership differ in the type of EWOM they engage in. This can be defined as Active EWOM (content creation) and Passive EWOM (forwarding information). Marketers can use this information to design strategies that appeal to the needs of those with opinion leadership characteristics by creating novel experiences, or to enhance commitment by rewarding users who share positive information about the brand.en_US
dc.format.extent18 pagesen_US
dc.format.mimetypeapplication/pdfen_US
dc.language.isoengen_US
dc.publisherAssumption University Pressen_US
dc.rightsThis work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.en_US
dc.subjectEWOMen_US
dc.subjectActive EWOMen_US
dc.subjectPassive EWOMen_US
dc.subjectBrand commitmenten_US
dc.subjectOpinion leadershipen_US
dc.subjectSocial Network Sitesen_US
dc.subject.otherABAC Journalen_US
dc.subject.otherABAC Journal -- 2020en_US
dc.titleThe role of opinion leadership characteristics and brand commitment as drivers of brand-related Electronic Word of Mouth (EWOM) in Social Networking Sites (SNS)en_US
dc.typeTexten_US
dc.rights.holderAssumption Universityen_US
mods.genreJournal Articleen_US
au.link.externalLink[Full Text] (http://www.assumptionjournal.au.edu/index.php/abacjournal/article/view/4762/2745)


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