The role of opinion leadership characteristics and brand commitment as drivers of brand-related Electronic Word of Mouth (EWOM) in Social Networking Sites (SNS)
The role of opinion leadership characteristics and brand commitment as drivers of brand-related Electronic Word of Mouth (EWOM) in Social Networking Sites (SNS)
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2020
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Assumption University Press
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eng
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application/pdf
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18 pages
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ABAC Journal Vol. 40 No.2 (April-June 2020), 122-139
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Abstract
Previous 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.
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punsarn.dc.description.sponsorship
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