Social Media Value Creation Practices and Interactivity of Electronic Word of Mouth Systems
The main drivers of value creation in a ‘brand community’ are social networking, community engagement, impression management, and brand use. Marketers are therefore interested in determining which factors affect the value creation practices. This study examines the impact of the Interactivity of Ele...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
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University of Tehran
2023-04-01
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| Series: | Journal of Information Technology Management |
| Subjects: | |
| Online Access: | https://jitm.ut.ac.ir/article_92360_6668b7f168e18551d59e81a758eed1be.pdf |
| _version_ | 1797647770780172288 |
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| author | Rojiar pir Mohammadiani Hossein Abbasimehrb Zaki Malikc |
| author_facet | Rojiar pir Mohammadiani Hossein Abbasimehrb Zaki Malikc |
| author_sort | Rojiar pir Mohammadiani |
| collection | DOAJ |
| description | The main drivers of value creation in a ‘brand community’ are social networking, community engagement, impression management, and brand use. Marketers are therefore interested in determining which factors affect the value creation practices. This study examines the impact of the Interactivity of Electronic Word of Mouth (EWOM) systems on value creation practices in a brand community, which in turn influences the loyalty of the customers. In this regard, a conceptual model was developed and tested by the researchers of the current study. The results indicate that perceptions of the users regarding the interactivity of EWOM systems, highly impact only three of the four value creation practices including community engagement practices, impression management practices, and brand use practices. Furthermore, the researchers found that collective value creation practices could significantly and directly enhance brand loyalty. Several theoretical contributions and managerial implications were also discussed |
| first_indexed | 2024-03-11T15:21:20Z |
| format | Article |
| id | doaj.art-9d474d363ac0404aa95a34b5efeab6a8 |
| institution | Directory Open Access Journal |
| issn | 2008-5893 2423-5059 |
| language | fas |
| last_indexed | 2024-03-11T15:21:20Z |
| publishDate | 2023-04-01 |
| publisher | University of Tehran |
| record_format | Article |
| series | Journal of Information Technology Management |
| spelling | doaj.art-9d474d363ac0404aa95a34b5efeab6a82023-10-28T07:16:35ZfasUniversity of TehranJournal of Information Technology Management2008-58932423-50592023-04-01152739110.22059/jitm.2022.317195.269192360Social Media Value Creation Practices and Interactivity of Electronic Word of Mouth SystemsRojiar pir Mohammadiani0Hossein Abbasimehrb1Zaki Malikc2Assistant Prof., Department of Computer Engineering, University of Kurdistan, Sanandaj, Iran.Associate Prof., Department of Information Technology and Computer Engineering, Azarbaijan Shahid Madani University, Tabriz, Iran.Associate Prof., Department of Business Analytics, Texas A & M University – Commerce, Texas, USA.The main drivers of value creation in a ‘brand community’ are social networking, community engagement, impression management, and brand use. Marketers are therefore interested in determining which factors affect the value creation practices. This study examines the impact of the Interactivity of Electronic Word of Mouth (EWOM) systems on value creation practices in a brand community, which in turn influences the loyalty of the customers. In this regard, a conceptual model was developed and tested by the researchers of the current study. The results indicate that perceptions of the users regarding the interactivity of EWOM systems, highly impact only three of the four value creation practices including community engagement practices, impression management practices, and brand use practices. Furthermore, the researchers found that collective value creation practices could significantly and directly enhance brand loyalty. Several theoretical contributions and managerial implications were also discussedhttps://jitm.ut.ac.ir/article_92360_6668b7f168e18551d59e81a758eed1be.pdfsocial mediavalue creationsocial media marketingconsumer engagementonline shopping |
| spellingShingle | Rojiar pir Mohammadiani Hossein Abbasimehrb Zaki Malikc Social Media Value Creation Practices and Interactivity of Electronic Word of Mouth Systems Journal of Information Technology Management social media value creation social media marketing consumer engagement online shopping |
| title | Social Media Value Creation Practices and Interactivity of Electronic Word of Mouth Systems |
| title_full | Social Media Value Creation Practices and Interactivity of Electronic Word of Mouth Systems |
| title_fullStr | Social Media Value Creation Practices and Interactivity of Electronic Word of Mouth Systems |
| title_full_unstemmed | Social Media Value Creation Practices and Interactivity of Electronic Word of Mouth Systems |
| title_short | Social Media Value Creation Practices and Interactivity of Electronic Word of Mouth Systems |
| title_sort | social media value creation practices and interactivity of electronic word of mouth systems |
| topic | social media value creation social media marketing consumer engagement online shopping |
| url | https://jitm.ut.ac.ir/article_92360_6668b7f168e18551d59e81a758eed1be.pdf |
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