IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-031-14961-0_7.html
   My bibliography  Save this book chapter

How Brands Drive Electronic Word-of-Mouth in an Interactive Marketing Environment: An Overview and Future Research Directions

In: The Palgrave Handbook of Interactive Marketing

Author

Listed:
  • Ya You

    (California State University, East Bay)

  • Yi He

    (California State University, East Bay)

Abstract

This chapter synthesizes existing research from a number of fields including marketing, management, and general business regarding the impact of brand characteristics on WOM using the “Five As” model for brand-knowledge structures (i.e., awareness, associations, attitude, attachment, and activity). Next, the chapter provides an overview of the evolving interactive marketing environmental elements such as new technologies (e.g., AI, AR, VR), platform revolution (e.g., social shopping sites, virtual brand communities), and participatory culture (e.g., digital influencers, virtual influencers). Lastly, this chapter provides future research questions on how these interactive marketing environmental factors may moderate the relationships between brand characteristics and electronic WOM. Overall, this chapter identifies the important gaps in the branding and WOM literatures and contributes to the knowledge advancement and practical implications to the field of interactive marketing.

Suggested Citation

  • Ya You & Yi He, 2023. "How Brands Drive Electronic Word-of-Mouth in an Interactive Marketing Environment: An Overview and Future Research Directions," Springer Books, in: Cheng Lu Wang (ed.), The Palgrave Handbook of Interactive Marketing, chapter 0, pages 149-179, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-14961-0_7
    DOI: 10.1007/978-3-031-14961-0_7
    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. Pangarkar, Aniruddha & Patel, Jayesh & Kumar, Sampath K., 2023. "Drivers of eWOM engagement on social media for luxury consumers: Analysis, implications, and future research directions," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

    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:spr:sprchp:978-3-031-14961-0_7. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.