Recently, social media have emerged as key marketing communication channels. In this context, con- sumers are increasingly gathering in online communities which have been identi ed as social-media- based brand communities (SMBBCs). However, notwithstanding scholars’ attention towards SMBBCs, the role of consumers’ gender in developing brand loyalty intention (BLI) has been scarcely explored by literature. Moreover, scant attention has been given to the analysis of whether gender is related to di erent propensities towards brand recommendation—identi ed as a proactive behavior towards a positive electronic word of-mouth di usion (E-WOM)—in the social media context. Hence, this research aims to explore the antecedents of BLI and E-WOM by focusing on consumers’ gender dif- ferences. A structural equation model has been created based on 250 surveys collected among SMB- BCs of an American sportswear brand. The results showed that male consumers’ BLI is in uenced by engagement in SMBBCs. Instead, brand trust was the main antecedent of females’ BLI.

Exploring the Antecedents of Brand Loyalty and Electronic Word of Mouth in Social-Media-Based Brand Communities : Do Gender Differences Matter? / R. Rialti, L. Zollo, M.M. Pellegrini, C. Ciappei. - In: JOURNAL OF GLOBAL MARKETING. - ISSN 0891-1762. - 30:3(2017), pp. 147-160. [10.1080/08911762.2017.1306899]

Exploring the Antecedents of Brand Loyalty and Electronic Word of Mouth in Social-Media-Based Brand Communities : Do Gender Differences Matter?

R. Rialti
;
L. Zollo;
2017

Abstract

Recently, social media have emerged as key marketing communication channels. In this context, con- sumers are increasingly gathering in online communities which have been identi ed as social-media- based brand communities (SMBBCs). However, notwithstanding scholars’ attention towards SMBBCs, the role of consumers’ gender in developing brand loyalty intention (BLI) has been scarcely explored by literature. Moreover, scant attention has been given to the analysis of whether gender is related to di erent propensities towards brand recommendation—identi ed as a proactive behavior towards a positive electronic word of-mouth di usion (E-WOM)—in the social media context. Hence, this research aims to explore the antecedents of BLI and E-WOM by focusing on consumers’ gender dif- ferences. A structural equation model has been created based on 250 surveys collected among SMB- BCs of an American sportswear brand. The results showed that male consumers’ BLI is in uenced by engagement in SMBBCs. Instead, brand trust was the main antecedent of females’ BLI.
brand communities; brand loyalty; gender; gender differences; Social media marketing; social-media-based brand communities; Business and International Management; Marketing
Settore SECS-P/08 - Economia e Gestione delle Imprese
Article (author)
File in questo prodotto:
Non ci sono file associati a questo prodotto.
Pubblicazioni consigliate

Caricamento pubblicazioni consigliate

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/2434/857723
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 53
  • ???jsp.display-item.citation.isi??? ND
social impact