What is it about?
It is empirically proven that enhanced engagement with a focal medium motivates a consumer to post electronic word-of-mouth (eWOM). However, what has not been explored is whether enhanced exposure to eWOM results in greater consumer brand engagement (CBE). While answering this question, this study also assesses the influence of eWOM and CBE on customer loyalty and satisfaction with the brand. The study has been conducted across two products –a search product and an experience product.
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Why is it important?
The paper presents an original idea that CBE fully mediates the relationship between eWOM and satisfaction. This study attempts to fulfil a critical gap in the existing literature by establishing that eWOM generated by other users/consumers about a brand has a significant impact on CBE irrespective of the type of the product that is search or experience.
Perspectives
Writing this article was a great pleasure as it has co-author with whom I have had long-standing collaborations. This is my first A Category publication, hence it's quite closer to my heart.
Dr. Mukta Srivastava
TA Pai Management Institute
Read the Original
This page is a summary of: The impact of eWOM on consumer brand engagement, Marketing Intelligence & Planning, October 2020, Emerald,
DOI: 10.1108/mip-06-2020-0263.
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