The role of online brand community engagement on positive or negative self-expression word-of-mouth

The aim of this research is to explore how online engagement influences positive versus negative consumption-focused self-expression word-of-mouth. Three brands are selected to be the focus of the study (Starbucks, Apple, and McDonald’s), and six online brand communities of these brands participated...

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Autores principales:	Sandra Maria Correia Loureiro, Hans Rüdiger Kaufmann
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2018
Materias:	online brand community engagement hate brand communities love brand communities consumption-focused self-expression word-of-mouth Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/360effba3aa5469c813e9c9db6e01575
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id	oai:doaj.org-article:360effba3aa5469c813e9c9db6e01575
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spelling	oai:doaj.org-article:360effba3aa5469c813e9c9db6e015752021-12-02T14:07:32ZThe role of online brand community engagement on positive or negative self-expression word-of-mouth2331-197510.1080/23311975.2018.1508543https://doaj.org/article/360effba3aa5469c813e9c9db6e015752018-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2018.1508543https://doaj.org/toc/2331-1975The aim of this research is to explore how online engagement influences positive versus negative consumption-focused self-expression word-of-mouth. Three brands are selected to be the focus of the study (Starbucks, Apple, and McDonald’s), and six online brand communities of these brands participated. The online questionnaire was distributed to those communities and filled in by 600 members of the respective love and hate brand communities. Affection (passion/aversion) is the motivational factor that leads community members of both types (love and hate) to be active in commenting and writing reviews about the product/brand. In hate brand communities, connecting negatively influences consumption-focused self-expression word-of-mouth, whilst brand influence has a positive effect on it.Sandra Maria Correia LoureiroHans Rüdiger KaufmannTaylor & Francis Grouparticleonline brand community engagementhate brand communitieslove brand communitiesconsumption-focused self-expression word-of-mouthBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 5, Iss 1 (2018)
institution	DOAJ
collection	DOAJ
language	EN
topic	online brand community engagement hate brand communities love brand communities consumption-focused self-expression word-of-mouth Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	online brand community engagement hate brand communities love brand communities consumption-focused self-expression word-of-mouth Business HF5001-6182 Management. Industrial management HD28-70 Sandra Maria Correia Loureiro Hans Rüdiger Kaufmann The role of online brand community engagement on positive or negative self-expression word-of-mouth
description	The aim of this research is to explore how online engagement influences positive versus negative consumption-focused self-expression word-of-mouth. Three brands are selected to be the focus of the study (Starbucks, Apple, and McDonald’s), and six online brand communities of these brands participated. The online questionnaire was distributed to those communities and filled in by 600 members of the respective love and hate brand communities. Affection (passion/aversion) is the motivational factor that leads community members of both types (love and hate) to be active in commenting and writing reviews about the product/brand. In hate brand communities, connecting negatively influences consumption-focused self-expression word-of-mouth, whilst brand influence has a positive effect on it.
format	article
author	Sandra Maria Correia Loureiro Hans Rüdiger Kaufmann
author_facet	Sandra Maria Correia Loureiro Hans Rüdiger Kaufmann
author_sort	Sandra Maria Correia Loureiro
title	The role of online brand community engagement on positive or negative self-expression word-of-mouth
title_short	The role of online brand community engagement on positive or negative self-expression word-of-mouth
title_full	The role of online brand community engagement on positive or negative self-expression word-of-mouth
title_fullStr	The role of online brand community engagement on positive or negative self-expression word-of-mouth
title_full_unstemmed	The role of online brand community engagement on positive or negative self-expression word-of-mouth
title_sort	role of online brand community engagement on positive or negative self-expression word-of-mouth
publisher	Taylor & Francis Group
publishDate	2018
url	https://doaj.org/article/360effba3aa5469c813e9c9db6e01575
work_keys_str_mv	AT sandramariacorreialoureiro theroleofonlinebrandcommunityengagementonpositiveornegativeselfexpressionwordofmouth AT hansrudigerkaufmann theroleofonlinebrandcommunityengagementonpositiveornegativeselfexpressionwordofmouth AT sandramariacorreialoureiro roleofonlinebrandcommunityengagementonpositiveornegativeselfexpressionwordofmouth AT hansrudigerkaufmann roleofonlinebrandcommunityengagementonpositiveornegativeselfexpressionwordofmouth
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The role of online brand community engagement on positive or negative self-expression word-of-mouth

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