Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
6948853 | Information & Management | 2018 | 13 Pages |
Abstract
How customer engagement in a firm's social media marketing platform â online brand community â might affect word-of-mouth behavior is an open research issue as well as a vital business problem in e-commerce. To this end, we collected a set of longitudinal data that include community engagement behavior, e-commerce transactions, and customers' post-purchase reviews. Using a control function approach, we find that consumer engagement in a brand community not only increases the likelihood of generating post-purchase reviews but also increases the likelihood of posting positive online reviews. Furthermore, we find that customer tenure has a positive moderating effect.
Related Topics
Physical Sciences and Engineering
Computer Science
Information Systems
Authors
Ji Wu, Shaokun Fan, J. Leon Zhao,