SNS eWOM sentiment: impacts on brand value co-creation and trust

Christin Seifert (School of Human Ecology, Georgia Southern University, Statesboro, Georgia, USA)
Wi-Suk Kwon (Department of Consumer and Design Sciences, Auburn University, Auburn, Alabama, USA)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 1 August 2019

Abstract

Purpose

The purpose of this paper is to examine how the sentiment of social networking site (SNS)-based brand-related electronic word-of-mouths (eWOMs) influences consumers’ engagement in brand value co-creation and brand trust change, thereby influencing their purchase intention for the brand; and explores a potential moderating effect of mavenism.

Design/methodology/approach

A sample of 237 college students participated in an online survey to report brand-related eWOM stories to which they were exposed and the brand trust change, brand value co-creation behavior and attitude and purchase intention in response to this exposure. The eWOM stories were content analyzed into positive vs negative eWOM. Structural equation modeling was used to test all hypotheses.

Findings

Participants reported a significantly higher level of brand value co-creation engagement behavior and more positive brand value co-creation engagement attitude and brand trust change after seeing a positive (vs negative) brand-related eWOM on SNSs. Brand trust change and value co-creation engagement attitude positively influenced purchase intention. The moderating effect of mavenism was not significant.

Practical implications

Findings suggest that brand marketers should actively monitor and respond to the sentiment of SNS-based eWOMs and establish strategies to encourage consumers to create and share positive eWOMs on SNSs.

Originality/value

This study contributes to closing the empirical gap in SNS-based eWOM research by providing support for brand-related eWOM sentiment as a significant motivational factor triggering consumers’ engagement in brand value co-creation and brand trust change on SNSs as well as purchase intention.

Keywords

Citation

Seifert, C. and Kwon, W.-S. (2019), "SNS eWOM sentiment: impacts on brand value co-creation and trust", Marketing Intelligence & Planning, Vol. 38 No. 1, pp. 89-102. https://doi.org/10.1108/MIP-11-2018-0533

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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