NDLI: Maximizing Word of Mouth (WoM) engagement: The role of relationship value and relationship satisfaction in hospitality brand social networking sites

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Maximizing Word of Mouth (WoM) engagement: The role of relationship value and relationship satisfaction in hospitality brand social networking sites

Content Provider	Scilit
Author	Ngelambong, A. Nor, N. M. Omar, M. W. Kibat, S.
Copyright Year	2016
Description	The interest in word of mouth marketing has increased with the advancement of social networking sites. Although the topic has been widely researched, the effect of consumer-brand relationship on word of mouth in the online environment remains unanswered. A nation wide web survey was employed to randomly collect data from active members of the Top 200 hospitality brand Facebook page in Malaysia. Structural equation modeling was used to examine the proposed direct and indirect structural paths among the latent constructs. The findings suggest that brand interaction, information and entertainment have a significant positive correlation with relationship satisfaction. Relationship satisfaction is positively correlated with online word of mouth, and online word of mouth has a positive correlation with offline word of mouth. Therefore, the results provide an insightful perspective on the use of brand social networking sites as a platform for word of mouth engagement and developing consumer-brand relationship. Book Name: Heritage, Culture and Society
Related Links	https://api.taylorfrancis.com/content/chapters/edit/download?identifierName=doi&identifierValue=10.1201/9781315386980-46&type=chapterpdf
Ending Page	264
Page Count	6
Starting Page	259
DOI	10.1201/9781315386980-46
Language	English
Publisher	Informa UK Limited
Publisher Date	2016-10-26
Access Restriction	Open
Subject Keyword	Book Name: Heritage, Culture and Society Horticulture Structural Word of Mouth Survey Modeling Brand Social Networking Social Networking Sites
Content Type	Text
Resource Type	Chapter

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