Consumers' acceptance and diffusion of word-of-mouth in social brand community: the moderating effect of self-monitoring
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 16 April 2020
Issue publication date: 19 February 2021
Abstract
Purpose
The purpose of this paper is to explore and examine the different word-of-mouth (WOM) acceptance and diffusion in social brand communities according to the level of self-monitoring.
Design/methodology/approach
A web-based experimental design was used. The design consisted of three-mixed design of 2 (type of social networking sites) × 2 (type of online brand communities) × 2 (self-monitoring). ANOVA analysis was conducted.
Findings
Findings indicate that the differences in acceptance and diffusion of WOM according to online brand community type, and there was a significant three-way interaction effect. Specifically, people who have high propensity to self-monitor showed greater WOM acceptance in a consumer-driven community in either type of social networking sites while people who have low propensity to self-monitor showed greater WOM diffusion in a consumer-driven community only in interest-based social networking sites.
Practical implications
An important implication is that the social networking sites where brand communities can be placed should be chosen with the full consideration of different desires consumers have in terms of their level of self-monitoring to increase WOM effects.
Originality/value
This paper proposes the self-monitoring tendency as the key factor that predicts WOM effects with revealing the optimal combination of types of social networking sites and online brand communities that is most preferable for consumers with different self-monitoring level.
Keywords
Citation
Lee, H. and Hwang, S.-J. (2021), "Consumers' acceptance and diffusion of word-of-mouth in social brand community: the moderating effect of self-monitoring", Journal of Fashion Marketing and Management, Vol. 25 No. 1, pp. 1-23. https://doi.org/10.1108/JFMM-02-2019-0030
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited