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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
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    Cited by:

    1. 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.
    2. 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.

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