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Title: The role of online brand community engagement on positive or negative self-expression word-of-mouth
Authors: Loureiro, S. M. C.
Kaufmann, H. R.
Keywords: Online brand community engagement
Hate brand communities
Love brand communities
Consumption-focused self-expression word-of-mouth
Issue Date: 2018
Publisher: Cogent OA
Abstract: 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.
Peer reviewed: yes
DOI: 10.1080/23311975.2018.1508543
ISSN: 2331-1975
Accession number: WOS:000442753200001
Appears in Collections:BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica

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