How Does Consumers' Engagement with Brands on Social Networks Affects Their Electronic Word of Mouth Communication?


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KÖKER N. E. , MADEN D. , KÖSEOĞLU Ö.

ISTANBUL BUSINESS RESEARCH, cilt.48, ss.284-312, 2019 (ESCI İndekslerine Giren Dergi) identifier

  • Cilt numarası: 48 Konu: 2
  • Basım Tarihi: 2019
  • Doi Numarası: 10.26650/ibr.2019.48.0013
  • Dergi Adı: ISTANBUL BUSINESS RESEARCH
  • Sayfa Sayıları: ss.284-312

Özet

As social networks became an indispensable part of daily life, brands increased their contact with consumers on these platforms in order to improve consumer engagement. As a result, consumers started to generate and share more content about brands that led to an increase in electronic word of mouth (e-WOM) messages. Such a change in the brand communication process points out the importance of the relationship between consumer engagement on social networks and e-WOM communication. This research aims to assess the effects of consumer engagement on social networks on e-WOM communication. Results indicate that consumers' engagement with a brand on social networks has a significantly positive effect on e-WOM credibility, e-WOM effect, and e-WOM attitude.