Current study advances the understanding of electronic word-of-mouth (eWOM) in the context of online brand communities (OBC) embedded in social media. The focal concept of this thesis is OBCeWOM, which represents a behavioural manifestation of OBC engagement – a growing stream of research in the brand community literature. By connecting the two key streams of research on online consumer-to-consumer and consumer-brand interactions, the current thesis addresses the nature, drivers and outcomes of OBCeWOM in the social media setting. The study follows a sequential mixed-methods research design, where the data was first collected via 22 semi-structured interviews, followed by a survey of 652 members of social media-based OBCs. The research was divided into three studies in line with the stated research questions. Consistent with the RQ2 and RQ3, Study 1 utilised semi-structured interviews to identify the key motivations for and outcomes of OBCeWOM in the social media setting which were consequently included in the finalised conceptual framework. Following this, Study 2 relied on interview and survey data to answer the RQ1 by clarifying the dimensionality of and developing a new measurement scale for OBCeWOM. Finally, Study 3 utilised the survey data to confirm the relationships hypothesised in the conceptual model and answer the RQ2 and RQ3. Findings of this thesis confirm the multi-dimensional nature of OBCeWOM, consisting of reading, posting and sharing components and offer a new reliable measurement for eWOM in the OBC context. Results of the study further identify four key motivations of OBCeWOM in the social media setting, including getting assistance from the brand, social interaction, social expression of opinions and expressing positive emotions. Concurrently, self-expression motivation has a negative effect on OBCeWOM. Finally, this thesis confirms the role of OBCeWOM in brand trust, brand loyalty, and oppositional brand loyalty. Current research offers several theoretical, methodological and managerial implications.
| Identifer | oai:union.ndltd.org:bl.uk/oai:ethos.bl.uk:712675 |
| Date | January 2017 |
| Creators | Pasternak, Oleksandra |
| Publisher | University of Glasgow |
| Source Sets | Ethos UK |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation |
| Source | http://theses.gla.ac.uk/8132/ |
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