IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-03531747.html
   My bibliography  Save this paper

When is brand content shared on Facebook? A field study on online Word-of-Mouth

Author

Listed:
  • Marie Haikel-Elsabeh

    (PULV - Pôle Universitaire Léonard de Vinci)

  • Zhenzhen Zhao

    (ISC Paris - Institut Supérieur du Commerce de Paris)

  • Björn Ivens

    (University of Bamberg)

  • Alexander Brem

    (FAU - Friedrich-Alexander Universität Erlangen-Nürnberg = University of Erlangen-Nuremberg)

Abstract

When implementing social media strategies on Facebook brand pages, companies focus on factors that prompt electronic Word-of-Mouth (eWoM) about brand contents. This study examines individual and collective factors that lead to brand content sharing behaviors. The research conducts a field study of a real brand on its Facebook fan page to gather actual behavioral data. Both declarative and behavioral data are used to explain brand eWoM, based on 250 participants. Empirical results show that the Facebook activity has a positive influence on brand content sharing for active users (posters) but not for nonactive users (lurkers), while brand engagement positively affects brand content sharing for both active and nonactive users. Furthermore, brand community involvement does not have an influence on brand content sharing. Findings offer companies useful recommendations for using the determinants included in our research design to understand and analyze the sharing behaviors of users.

Suggested Citation

  • Marie Haikel-Elsabeh & Zhenzhen Zhao & Björn Ivens & Alexander Brem, 2019. "When is brand content shared on Facebook? A field study on online Word-of-Mouth," Post-Print hal-03531747, HAL.
    • Handle: RePEc:hal:journl:hal-03531747
    DOI: 10.1177/1470785318805301
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Alberto Lopez & Eva Guerra & Beatriz Gonzalez & Sergio Madero, 2020. "Consumer sentiments toward brands: the interaction effect between brand personality and sentiments on electronic word of mouth," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(4), pages 203-223, December.
    2. Vuković, Dijana & Kocijan, Samanta & Globočnik Žunac, Ana, 2023. "Contemporary Communication Model of Consumer Behaviour of Generation C," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2023), Hybrid Conference, Dubrovnik, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Dubrovnik, Croatia, 4-6 September, 2023, pages 329-340, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    3. Nahit Erdem KÖKER & Deniz MADEN & Özgür KÖSEOĞLU, 2019. "Tüketicilerin Sosyal Ağlarda Markalarla Bağ Kurması Elektronik Ağızdan Ağıza İletişimlerini Nasıl Etkiliyor?," Istanbul Business Research, Istanbul University Business School, vol. 48(2), pages 284-312, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-03531747. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.