We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Online Word-of-Mouth on Brands and Experience Marketing.
- Authors
Riivits-Arkonsuo, Iivi; Leppiman, Anu
- Abstract
This article seeks to investigate linkages between online word-of-mouth and experience marketing concepts. The empirical study investigates the factors affecting Facebook users' willingness to generate and share brand-related online communication. A nationally representative sample of Estonian internet users was conducted and consisted of the responses of 418 respondents. Applying the Bayesian non-linear dependency model provides new information by revealing the relationship between memorable, meaningful experience and consumer-brand interaction. Likewise, meaningful experience depends on different-from-other-brand messages on social media. This research extends previous work on online communication, and it provides insight into the relationship between experience marketing and consumer participation in word-of mouth marketing. Further future research should provide empirical evidence on the relationship between meaningful experience (in other words, an experience different from those undergone before) and the precise behavioral consequences related to online word-of-mouth.
- Subjects
WORD-of-mouth communication; WORD of mouth advertising; MARKETING consultants; MARKETING research; CUSTOMER relations; STRATEGIC business units
- Publication
Journal of Management & Change, 2014, Vol 32/33, Issue 1/2, p43
- ISSN
2228-2181
- Publication type
Article