Driving electronic word of mouth on Facebook: a cross-national study

• Authors: Anna Bianchi , Grzegorz Karasiewicz

Title variants

PL

Wspieranie komunikacji nieformalnej w środowisku wirtualnym na Facebooku: ujęcie międzynarodowe

Abstracts

PL

Zainteresowanie komunikacją marketingową w mediach społecznościowych i komunikacją nieformalną stale rośnie. Choć coraz więcej przedsiębiorstw działa w kontekście międzynarodowym, liczba badań dotyczących związku między komunikacją marketingową w mediach społecznościowych i komunikacją nieformalną w środowisku wirtualnym (eWOM) w ujęciu międzykulturowym jest nadal znikoma. Celem artykułu jest, wypełniając istniejącą lukę badawczą, ocena wpływu komunikacji marketingowej na Facebooku na eWOM w różnych krajach. Wyniki analizy treści 1040 postów na Facebooku wskazują, że rynek geograficzny wyjaśnia 27% wariancji eWOM. Niniejszy artykuł umożliwia głębsze zrozumienie procesów związanych z eWOM i dostarcza konkretnych wskazówek dotyczących treści mających pozytywny wpływ na komunikację nieformalną w tym środowisku.

EN

There is a growing interest in marketing communications on social media and word of mouth. More and more companies operate in an international context. However, cross-cultural research on the relationship between marketing communications on social media and electronic word-of-mouth (eWOM) is very scarce. By filling the research gap, the purpose of this study is to assess the influence of marketing communications on Facebook on eWOM in different countries. The results of content analysis of 1,040 Facebook posts show that 27% of the variance of eWOM is explained by the geographic market. This study allows a deeper understanding of marketing communication processes in the virtual environment and provides concrete guidelines on content having a positive influence on eWOM.

Keywords

EN

eol>marketing communications; social media; Facebook; electronic word of mouth; social media marketing; international marketing

PL

komunikacja marketingowa; media społecznościowe; Facebook; komunikacja nieformalna w środowisku wirtualnym; social media marketing; marketing międzynarodowy

• Publisher: Polskie Wydawnictwo Ekonomiczne
• Journal: Marketing i Rynek
• Year: 2022
• Issue: 2
• Pages: 3-14

Dates

published

2022

Contributors

author

Anna Bianchi

• Uniwersytet Warszawski

• https://orcid.org/0000000239093051

author

Grzegorz Karasiewicz

• Uniwersytet Warszawski

• https://orcid.org/000000032472185X

References

• Aaker, J. L., & Maheswaran, D. (1997). The Effect of Cultural Orientation on Persuasion. Journal of Consumer Research, 24(3), 315-328. https://doi.org/10.1086/209513
• Akpinar, E., & Berger, J. (2017). Valuable Virality. Journal of Marketing Research, 54(2), 318-330. https://doi.org/10.1086/209513
• Ankiel, M., & Stachowiak, M. (2016). Działania komunikacyjne marek luksusowych w mediach społecznościowych a zachowania konsumentów. Handel Wewnętrzny, 3(362), 5-15.
• Babić Rosario, A., Sotgiu, F., De Valck, K., & Bijmolt, T. H. A. (2016). The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform, Product, and Metric Factors. Journal of Marketing Research, 53(3), 297-318. https://doi.org/10.1509/jmr.14.0380
• Balaji, M. S., Khong, K. W., & Chong, A. Y. L. (2016). Determinants of negative word-of-mouth communication using social networking sites. Information and Management, 53(4), 528-540. https://doi.org/10.1016/j.im.2015.12.002
• Bartosik-Purgat, M. (2018). International Contexts of Social Media and e-WoM Communication in the Customer Decision-Making Process. Journal of Management and Business Administration. Central Europe, 26(2), 16-33. https://doi.org/10.7206/jmba.ce.2450-7814.226
• Berger, J. (2014). Word of mouth and interpersonal communication: A review and directions for future research. Journal of Consumer Psychology, 24(4), 586-607. https://doi.org/10.1016/j.jcps.2014.05.002
• Bernritter, S. F., Loermans, A. C., Verlegh, P. W. J., & Edith, G. (2017). 'We' are more likely to endorse than 'I': the effects of self-construal and brand symbolism on consumers' online brand endorsements. International Journal of Advertising, 36(1), 107-120. https://doi.org/10.1080/ 02650487.2016.1186950
• Bianchi, A. (2021). Driving Consumer Engagement in Social Media: Influencing Electronic Word of Mouth. Routledge. https://doi.org/10.4324/ 9781003125518
• Brand Finance. (2019). Brand Finance Cosmetics 50.
• Chau, P. Y. K., Cole, M., Massey, A. P., Montoya-Weiss, M., & O'Keefe, R. M. (2002). Cultural differences in the online behavior of consumers. Communications of the ACM, 45(10), 138-143. https://doi.org/10.1145/570907.570911
• Chu, S.-C. (2011). Viral Advertising in Social Media. Journal of Interactive Advertising, 12(1), 30-43. https://doi.org/10.1080/15252019.2011.10722189
• Chu, S.-C., & Choi, S. M. (2011). Electronic Word-of-Mouth in Social Networking Sites: A Cross-Cultural Study of the United States and China. Journal of Global Marketing, 24(3), 263-281. https://doi.org/10.1080/08911762.2011.592461
• Chu, S.-C., & Kim, J. (2018). The current state of knowledge on electronic word-of-mouth in advertising research. International Journal of Advertising, 37(1), 1-13. https://doi.org/10.1080/02650487.2017.1407061
• Chung, C. M. Y., & Darke, P. R. (2006). The consumer as advocate: Self-relevance, culture, and word-of-mouth. Marketing Letters, 17(4), 269-279. https://doi.org/10.1007/s11002-006-8426-7
• De Vries, L., Peluso, A. M., Romani, S., Leeflang, P. S. H., & Marcati, A. (2017). Explaining consumer brand-related activities on social media: An investigation of the different roles of self-expression and socializing motivations. Computers in Human Behavior, 75, 272-282. https://doi.org/10.1016/j.chb.2017.05.016
• Deloitte. (2018). Global Powers of Luxury Goods 2018. Shaping the future of the luxury industry.
• Dhaoui, C. (2014). An empirical study of luxury brand marketing effectiveness and its impact on consumer engagement on Facebook. Journal of Global Fashion Marketing, 5(3), 209-222.https://doi.org/10.1080/20932685.2014.907605.
• Eelen, J., Özturan, P., & Verlegh, P. W. J. (2017). The differential impact of brand loyalty on traditional and online word of mouth?: The moderating roles of self-brand connection and the desire to help the brand. International Journal of Research in Marketing, 34(4), 872-891. https://doi.org/10.1016/ j.ijresmar.2017.08.002
• Farías, P. (2017). Identifying the factors that influence eWOM in SNSs: the case of Chile. International Journal of Advertising, 36(6), 852-869. https://doi.org/10.1080/02650487.2017.1364033
• Fong, J., & Burton, S. (2008). A cross-cultural comparison of electronic word-of-mouth and country-of-origin effects. Journal of Business Research, 61(3), 233-242. https://doi.org/10.1016/j.jbusres.2007.06.015
• Geuens, M., De Pelsmacker, P., & Faseur, T. (2011). Emotional advertising: Revisiting the role of product category. Journal of Business Research, 64(4), 418-426. https://doi.org/10.1016/j.jbusres.2010.03.001
• GLOBE. (2004). Cultural Practices and Values in Italy. https://globeproject.com/results/countries/ITA?menu=list
• Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841. https://doi.org/10.1016/j.jbusres.2016.04.181
• Goodrich, K., & de Mooij, M. (2014). How "social" are social media? A cross-cultural comparison of online and offline purchase decision influences. Journal of Marketing Communications, 20(1-2), 103-116. https://doi.org/10.1080/13527266.2013.797773
• Haenlein, M., & Libai, B. (2017). Seeding, Referral, and Recommendation. California Management Review, 59(2), 68-91. https://doi.org/10.1177/ 0008125617697943
• Hansen, F. (2005). Distinguishing between feelings and emotions in understanding communication effects. Journal of Business Research, 58(10), 1426-1436. https://doi.org/10.1016/j.jbusres.2003.10.012
• Heath, R. G., & Stipp, H. (2011). The secret of television's success: Emotional content or rational information? after fifty years the debate continues. Journal of Advertising Research, 51(SUPPL. 1), 112-123. https://doi.org/10.2501/JAR-51-1-112-123
• Hershberger, E. K., Lohtia, R., & Donthu, N. (2003). The Impact Of Content And Design Elements On Banner Advertising Click-Through Rates. Journal of Advertising Research, 43(4), 410-418. https://doi.org/10.2501/JAR-43-4-410-418
• Schweidel, D. A., & Moe, W. W. (2014). Listening In on Social Media: A Joint Model of Sentiment and Venue Format Choice. Journal of Marketing Research, 51(4), 387-402. https://doi.org/10.1509/jmr.12.0424
• Shen, G. C.-C., Chiou, J.-S., Hsiao, C.-H., Wang, C.-H., & Li, H.-N. (2016). Effective marketing communication via social networking site: The moderating role of the social tie. Journal of Business Research, 69(6), 2265-2270. https://doi.org/10.1016/j.jbusres.2015.12.040
• Siuda, D. (2017). Preferencje studentów w zakresie treści prezentowanych w ramach wirtualnych społeczności marek. Handel Wewnętrzny, 6(371), 300-309.
• Smock, A. D., Ellison, N. B., Lampe, C., & Wohn, D. Y. (2011). Facebook as a toolkit: A uses and gratification approach to unbundling feature use. Computers in Human Behavior, 27(6), 2322-2329. https://doi.org/10.1016/j.chb.2011.07.011
• Statista. (2019). Most popular social networks worldwide as of January 2019, ranked by number of active users (in millions). https://www.statista.com/ statistics/272014/global-social-networks-ranked-by-number-of-users/
• Stępień, B., & Mruk, H. (2018). Czy postrzeganie luksusu zależy od rynku? Wyniki międzynarodowych badań konsumenckich. Marketing i Rynek, 8, 3-11.
• Swani, K., Brown, B. P., & Milne, G. R. (2014). Should tweets differ for B2B and B2C? An analysis of Fortune 500 companies' Twitter communications. Industrial Marketing Management, 43(5), 873-881. https://doi.org/10.1016/j.indmarman.2014.04.012
• Swani, K., & Milne, G. R. (2017). Evaluating Facebook brand content popularity for service versus goods offerings. Journal of Business Research, 79, 123-133. https://doi.org/10.1016/j.jbusres.2017.06.003
• Tafesse, W. (2015). Content strategies and audience response on Facebook brand pages. Marketing Intelligence & Planning, 33(6), 927-943. https://doi.org/10.1108/MIP-07-2014-0135
• Tafesse, W., & Wien, A. (2017). A framework for categorizing social media posts. Cogent Business & Management, 4(1), 1-22. https://doi.org/10.1080/ 23311975.2017.1284390
• Tafesse, W., & Wien, A. (2018). Using message strategy to drive consumer behavioral engagement on social media. Journal of Consumer Marketing, 35(3), 241-253. https://doi.org/10.1108/JCM-08-2016-1905
• Tellis, G. J., MacInnis, D. J., Tirunillai, S., & Zhang, Y. (2019). What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence. Journal of Marketing, 83(4), 1-20. https://doi.org/10.1177/0022242919841034
• Tirunillai, S., & Tellis, G. J. (2012). Does Chatter Really Matter? Dynamics of User-Generated Content and Stock Performance. Marketing Science, 31(2), 198-215. https://doi.org/10.1287/mksc.1110.0682
• Tkaczyk, J. (2013). Wykorzystanie komunikacji nieformalnej w komunikacji marketingowej przedsiębiorstwa. Handel Wewnętrzny, 2, 120-128.
• Trompenaars, F., & Hampden-Turner, C. (1998). Riding the Waves of Culture: Understanding Cultural Diversity in Business. Nicholas Brealey Publishing.
• Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site. Journal of Marketing, 73(5), 90-102. https://doi.org/10.1509/jmkg.73.5.90
• Tsai, W. S., & Men, L. R. (2017). Consumer engagement with brands on social network sites: A cross-cultural comparison of China and the USA. Journal of Marketing Communications, 23(1), 2-21. https://doi.org/10.1080/13527266.2014.942678
• Üçok Hughes, M., Bendoni, W. K., & Pehlivan, E. (2016). Storygiving as a co-creation tool for luxury brands in the age of the internet: a love story by Tiffany and thousands of lovers. Journal of Product & Brand Management, 25(4), 357-364. https://doi.org/10.1108/JPBM-09-2015-0970
• Vakratsas, D., & Ambler, T. (1999). How Advertising Works: What Do We Really Know? Journal of Marketing, 63(1), 26-43. https://doi.org/10.1108/JPBM09-2015-0970
• Wagner, T. F., Baccarella, C. V., & Voigt, K. I. (2017). Framing social media communication: Investigating the effects of brand post appeals on user interaction. European Management Journal, 35(5), 606-616. https://doi.org/10.1016/j.emj.2017.05.002
• We Are Social. (2020a). Digital 2020 Global Digital Yearbook.
• We Are Social. (2020b). Digital 2020: October Global Statshot.
• Wolny, J., & Mueller, C. (2013). Analysis of fashion consumers' motives to engage in electronic word-of-mouth communication through social media platforms. Journal of Marketing Management, 29(5-6), 562-583. https://doi.org/10.1080/0267257X.2013.778324
• Wong, N. Y., & Ahuvia, A. C. (1998). Personal taste and family face: Luxury consumption in confucian and western societies. Psychology and Marketing, 15(5), 423-441. https://doi.org/10.1002/(SICI)1520-6793(199808)15:5<423::AID-MAR2>3.0.CO;2-9
• You, Y., Vadakkepatt, G. G., & Joshi, A. M. (2015). A Meta-Analysis of Electronic Word-of-Mouth Elasticity. Journal of Marketing, 79(2), 19-39. https://doi.org/10.1509/jm.14.0169

Identifiers

DOI

10.33226/1231-7853.2022.2.1

Biblioteka Nauki

10069071