Recently, socialmedia have emerged as key marketing communication channels. In this context, consumers are increasingly gathering in online communities which have been identified as social-mediabased brand communities (SMBBCs). However, notwithstanding scholars’ attention towards SMBBCs, the role of consumers’gender in developing brand loyalty intention (BLI) has been scarcely explored by literature. Moreover, scant attention has been given to the analysis of whether gender is related to different propensities towards brand recommendation—identified as a proactive behavior towards a positive electronic word of-mouth diffusion (E-WOM)—in the social media context. Hence, this research aims to explore the antecedents of BLI and E-WOM by focusing on consumers’ gender differences. A structural equation model has been created based on 250 surveys collected among SMBBCs of an American sportswear brand. The results showed that male consumers’ BLI is influenced by engagement in SMBBCs. Instead, brand trust was the main antecedent of females’BLI.

Rialti, R., Zollo, L., Pellegrini, M., Ciappei, C. (2017). Exploring the Antecedents of Brand Loyalty and Electronic Word of Mouth in Social-Media-Based Brand Communities: Do Gender Differences Matter?. JOURNAL OF GLOBAL MARKETING, 30(3), 147-160 [10.1080/08911762.2017.1306899].

Exploring the Antecedents of Brand Loyalty and Electronic Word of Mouth in Social-Media-Based Brand Communities: Do Gender Differences Matter?

Pellegrini, Massimiliano;
2017

Abstract

Recently, socialmedia have emerged as key marketing communication channels. In this context, consumers are increasingly gathering in online communities which have been identified as social-mediabased brand communities (SMBBCs). However, notwithstanding scholars’ attention towards SMBBCs, the role of consumers’gender in developing brand loyalty intention (BLI) has been scarcely explored by literature. Moreover, scant attention has been given to the analysis of whether gender is related to different propensities towards brand recommendation—identified as a proactive behavior towards a positive electronic word of-mouth diffusion (E-WOM)—in the social media context. Hence, this research aims to explore the antecedents of BLI and E-WOM by focusing on consumers’ gender differences. A structural equation model has been created based on 250 surveys collected among SMBBCs of an American sportswear brand. The results showed that male consumers’ BLI is influenced by engagement in SMBBCs. Instead, brand trust was the main antecedent of females’BLI.
Pubblicato
Rilevanza internazionale
Articolo
Esperti anonimi
Settore SECS-P/08 - Economia e Gestione delle Imprese
Settore SECS-P/10 - Organizzazione Aziendale
English
Con Impact Factor ISI
social media marketing; brand communities; social media based brand communities; gender; gender differences; brand loyalty
http://www.tandfonline.com/doi/abs/10.1080/08911762.2017.1306899
Rialti, R., Zollo, L., Pellegrini, M., Ciappei, C. (2017). Exploring the Antecedents of Brand Loyalty and Electronic Word of Mouth in Social-Media-Based Brand Communities: Do Gender Differences Matter?. JOURNAL OF GLOBAL MARKETING, 30(3), 147-160 [10.1080/08911762.2017.1306899].
Rialti, R; Zollo, L; Pellegrini, M; Ciappei, C
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/2108/190409
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