Online Information Review: Volume 41 Issue 7

Information flow and WOM in social media and online communities

Carla Ruiz-Mafe, Cleopatra Veloutsou

Don't be so emotional! How tone of voice and service type affect the relationship between message valence and consumer responses to WOM in social media

Freya De Keyzer, Nathalie Dens, Patrick De Pelsmacker

The purpose of this paper is to shed light on the boundary conditions of the effect of the valence of word-of-mouth on social networking sites (sWOM) on consumer responses…

Application of social media analytics: a case of analyzing online hotel reviews

Wu He, Xin Tian, Ran Tao, Weidong Zhang, Gongjun Yan, Vasudeva Akula

Online customer reviews could shed light into their experience, opinions, feelings, and concerns. To gain valuable knowledge about customers, it becomes increasingly important for…

m-WOM in a brand’s Facebook fan page

Silvia Sanz-Blas, Enrique Bigné, Daniela Buzova

The purpose of this paper is to analyse the impact of the following variables: brand fan page dependency; parasocial interaction; attitude towards brand fan pages in enhancing…

Do different kinds of user-generated content in online brand communities really work?

Antonia Estrella-Ramón, Fiona Ellis-Chadwick

Due to the fact that user-generated content (UGC) and online brand communities (OBCs) are gaining popularity, the purpose of this paper is to identify the type of UGC that has a…

Sharing co-creation experiences contributes to consumer satisfaction

Rocío Alarcón López, Salvador Ruiz de Maya, Inés López López

The purpose of this paper is to analyze the effects of sharing co-creation experiences on consumers’ behavioral intentions. Increasingly often, companies interact with consumers…

Antecedents and outcomes of online brand engagement: The role of brand love on enhancing electronic-word-of-mouth

Sandra Maria Correia Loureiro, Tatjana Gorgus, Hans Ruediger Kaufmann

The purpose of this paper is to investigate the antecedents and outcomes of online consumer brand engagement (OCBE). In addition, a mediator effect of satisfaction and brand love…

Customer engagement on social media: how to enhance continuation of use

Rania Hussein, Salah Hassan

The purpose of this paper is to examine antecedents of customer engagement on social media and how these platforms can enhance customers’ continuation intention. Customer…

Transforming followers into fans: a study of Chinese users of the WeChat Official Account

Lingyun Guo, Mingli Zhang, Kai Kang, Mu Hu

Drawing upon the social cognitive and customer engagement theories, the purpose of this paper is to investigate how individuals’ simple follow, purely aiming for information but…

Antecedents of consumer intention to follow and recommend an Instagram account

Luis V. Casaló, Carlos Flavián, Sergio Ibáñez-Sánchez

The purpose of this paper is to examine the influence of consumers’ perceived enjoyment and usefulness on their intention to follow and recommend an official account of a brand…

The brand personalities of brand communities: an analysis of online communication

Jeannette Paschen, Leyland Pitt, Jan Kietzmann, Amir Dabirian, Mana Farshid

Online brand communities provide a wealth of insights about how consumers perceive and talk about a brand, rather than what the firm communicates about the brand. The purpose of…