Electronic Word of Mouth Marketing: Relationship between Brand Loyalty and Electronic Word of Mouth in Social Marketing Networks

Electronic Word of Mouth Marketing: Relationship between Brand Loyalty and Electronic Word of Mouth in Social Marketing Networks

Sahra Zamanian (University of Tehran, Iran) and Amir Khanlari (University of Tehran, Iran)
DOI: 10.4018/978-1-4666-8586-4.ch014
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Abstract

Social networks as new form of popular and widely used communities (especially among Iranians) are considered as places to talk about brands and sharing comments, experiences, interests and help users to play more prominent role in their own and others informed choices. Purpose of this chapter is to find a logical relationship between brand loyalty on one hand, and participating in eWOM and individuals' identification through specific brands (Adidas in present chapter) on the other. Research results show a significant and positive correlation between brand loyalty, participating in eWOM and brand identification among consumers. Model presented in this chapter explains the same process. Regarding objective methodology and data collection method, this is an applied descriptive and surveying study. We used Regression approach and SPSS software to test hypotheses.
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Literature Review

Rise of social networking and globalization of economic activities, lead us to design new models of eWoM. Several studies have been conducted in the field of electronic word of mouth and loyalty but so far there has not been a coherent research on the impact of e-loyalty on eWoM through social networks. Research in this area can be totally divided into three main categories:

  • 1.

    Researches on eWoM, role of social networks and its influential factors.

  • 2.

    Researches on e-loyalty, role of social networks and its influential factors

  • 3.

    Interaction between loyalty and word of mouth.

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