Community engagement and online word of mouth: An empirical investigation
Information & Management(2018)
摘要
How customer engagement in a firm’s social media marketing platform − online brand community − might affect word-of-mouth behavior is an open research issue as well as a vital business problem in e-commerce. To this end, we collected a set of longitudinal data that include community engagement behavior, e-commerce transactions, and customers’ post-purchase reviews. Using a control function approach, we find that consumer engagement in a brand community not only increases the likelihood of generating post-purchase reviews but also increases the likelihood of posting positive online reviews. Furthermore, we find that customer tenure has a positive moderating effect.
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关键词
Online brand community,Online product review,Community engagement,Word of mouth,Customer tenure
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