Truths rooted deep within the consumer that are linked to their beliefs, values, feelings, motivations or fears, and which can mediate an emotional relationship with a particular brand, and are therefore often used in the construction of corporate identity and image strategies.
Published in Chapter:
E-WOM as an Asset of Branded Content Strategies: A Conceptual Approach to the Role of Consumers in Building Brand Equity
Carmen Llorente-Barroso (Complutense University of Madrid, Spain), Olga Kolotouchkina (Complutense University of Madrid, Spain), and Ivone Ferreira (NOVA University of Lisbon, Portugal)
Copyright: © 2023
|Pages: 17
DOI: 10.4018/978-1-6684-3971-5.ch016
Abstract
In recent decades, the transformation of the communication paradigm has triggered brands to experience new communication formats, in which users have gained significant relevance on account of their capacity to influence purchase decisions and brand image through their content shared via e-WOM. It is therefore essential that knowledge about the involvement of consumers in the generation of brand value as a result of their content and experiences shared through e-WOM be further explored. The review allows the definition of a user as micro influencer, on account of their high degree of credibility and trust. As a key conclusion, a conceptual model is proposed outlining the relevance of consumers within the communication strategies of brands, and identifying recommendations for generating positive e-WOM and mitigating negative e-WOM.