Be a part of it: promoting WOM, eWOM, and content creation through customer identification

Purpose – Customer identification leads to behaviors that are beneficial for firms. This paper aims to analyze the effect of firm identification and community identification on content creation, which indirectly may affect offline word of mouth and online word ofmouth. Design/methodology/approach –...

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Detalhes bibliográficos
Autores: Romero de la Fuente, Jaime, Ruiz Equihua, Daniel
Formato: artículo
Fecha de publicación:2020
País:España
Recursos:Universidad Autónoma de Madrid
Repositorio:Biblos-e Archivo. Repositorio Institucional de la UAM
Idioma:inglés
OAI Identifier:oai:repositorio.uam.es:10486/693181
Acesso em linha:http://hdl.handle.net/10486/693181
https://dx.doi.org/10.1108/SJME-11-2019-0092
Access Level:acceso abierto
Palavra-chave:User generated content
Self-enhancement
eWOM
WOM
Community identification
Firm identification
Economía
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spelling Be a part of it: promoting WOM, eWOM, and content creation through customer identificationForma parte de ello: promoviendo el WOM, eWOM y la creación de contenido a través de la identificación del consumidorRomero de la Fuente, JaimeRuiz Equihua, DanielUser generated contentSelf-enhancementeWOMWOMCommunity identificationFirm identificationEconomíaPurpose – Customer identification leads to behaviors that are beneficial for firms. This paper aims to analyze the effect of firm identification and community identification on content creation, which indirectly may affect offline word of mouth and online word ofmouth. Design/methodology/approach – This paper proposes a research model that is tested using data from 491 users of online travel agencies. To do so, partial least squares method is used. Findings – The results show a positive relationship between firm identification and community identification. Moreover, both variables exert a positive effect on content creation. Furthermore, content creation positively influences offline and online word of mouth. This influence is moderated by selfenhancement in the case of online word of mouth. Practical implications – Firm managers must enhance customer identification, as it can turn in behaviors that are beneficial for the company. Moreover, firms that own online communities must apply segmentation strategies based on identification and self-enhancement to encourage positive behaviors from customers. Originality/value – This research tests the relationship between firm identification and community identification. Additionally, this study jointly analyzes the impact of these variables on several beneficial behaviorsPropósito – La identificación del consumidor genera comportamientos que son beneficiosos para las empresas. Esta investigación analiza el efecto directo de la identificación con la compañía y la identificación con la comunidad sobre la creación de contenido, así como el efecto indirecto de estas variables de identificación sobre el boca- oído offline y online. Diseño/método – Esta investigación propone un modelo teórico, el cual es estimado mediante Partial Least Squares a partir de información procedente de 491 usuarios de agencias de viajes online. Resultados – Los resultados muestran una relación positiva entre la identificación con la firma y la identificación con la comunidad. Además, ambas variables ejercen un efecto positivo en la creación de contenido. Asimismo, la creación de contenido influye positivamente sobre el boca-oído offline y online. Esta influencia es moderada por la necesidad de reconocimiento de los consumidores. Implicaciones prácticas – Los resultados del trabajo recomiendan potenciar la identificación del cliente con la empresa, dado esta identificación conlleva comportamientos beneficiosos para la compañía. Además, las compañías que poseen comunidades online deberían aplicar estrategias de segmentación basadas en la identificación y la necesidad de reconocimiento de cara a potenciar que sus clientes llevan a cabo comportamientos positivos para la empresa. Originalidad/valor – Esta investigación examina la relación entre la identificación con la compañía y la identificación con la comunidad. Adicionalmente, este estudio analiza conjuntamente el impacto de estas variables en comportamientos que son beneficiosos para la empresaEmerald Publishing LimitedDepartamento de Financiación e Investigación ComercialFacultad de Ciencias Económicas y Empresariales20202020-01-01research articlehttp://purl.org/coar/resource_type/c_2df8fbb1VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10486/693181https://dx.doi.org/10.1108/SJME-11-2019-0092reponame:Biblos-e Archivo. Repositorio Institucional de la UAMinstname:Universidad Autónoma de MadridInglésengopen accesshttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccessoai:repositorio.uam.es:10486/6931812026-06-23T12:46:27Z
dc.title.none.fl_str_mv Be a part of it: promoting WOM, eWOM, and content creation through customer identification
Forma parte de ello: promoviendo el WOM, eWOM y la creación de contenido a través de la identificación del consumidor
title Be a part of it: promoting WOM, eWOM, and content creation through customer identification
spellingShingle Be a part of it: promoting WOM, eWOM, and content creation through customer identification
Romero de la Fuente, Jaime
User generated content
Self-enhancement
eWOM
WOM
Community identification
Firm identification
Economía
title_short Be a part of it: promoting WOM, eWOM, and content creation through customer identification
title_full Be a part of it: promoting WOM, eWOM, and content creation through customer identification
title_fullStr Be a part of it: promoting WOM, eWOM, and content creation through customer identification
title_full_unstemmed Be a part of it: promoting WOM, eWOM, and content creation through customer identification
title_sort Be a part of it: promoting WOM, eWOM, and content creation through customer identification
dc.creator.none.fl_str_mv Romero de la Fuente, Jaime
Ruiz Equihua, Daniel
author Romero de la Fuente, Jaime
author_facet Romero de la Fuente, Jaime
Ruiz Equihua, Daniel
author_role author
author2 Ruiz Equihua, Daniel
author2_role author
dc.contributor.none.fl_str_mv Departamento de Financiación e Investigación Comercial
Facultad de Ciencias Económicas y Empresariales
dc.subject.none.fl_str_mv User generated content
Self-enhancement
eWOM
WOM
Community identification
Firm identification
Economía
topic User generated content
Self-enhancement
eWOM
WOM
Community identification
Firm identification
Economía
description Purpose – Customer identification leads to behaviors that are beneficial for firms. This paper aims to analyze the effect of firm identification and community identification on content creation, which indirectly may affect offline word of mouth and online word ofmouth. Design/methodology/approach – This paper proposes a research model that is tested using data from 491 users of online travel agencies. To do so, partial least squares method is used. Findings – The results show a positive relationship between firm identification and community identification. Moreover, both variables exert a positive effect on content creation. Furthermore, content creation positively influences offline and online word of mouth. This influence is moderated by selfenhancement in the case of online word of mouth. Practical implications – Firm managers must enhance customer identification, as it can turn in behaviors that are beneficial for the company. Moreover, firms that own online communities must apply segmentation strategies based on identification and self-enhancement to encourage positive behaviors from customers. Originality/value – This research tests the relationship between firm identification and community identification. Additionally, this study jointly analyzes the impact of these variables on several beneficial behaviors
publishDate 2020
dc.date.none.fl_str_mv 2020
2020-01-01
dc.type.none.fl_str_mv research article
http://purl.org/coar/resource_type/c_2df8fbb1
VoR
http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv http://hdl.handle.net/10486/693181
https://dx.doi.org/10.1108/SJME-11-2019-0092
url http://hdl.handle.net/10486/693181
https://dx.doi.org/10.1108/SJME-11-2019-0092
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Emerald Publishing Limited
publisher.none.fl_str_mv Emerald Publishing Limited
dc.source.none.fl_str_mv reponame:Biblos-e Archivo. Repositorio Institucional de la UAM
instname:Universidad Autónoma de Madrid
instname_str Universidad Autónoma de Madrid
reponame_str Biblos-e Archivo. Repositorio Institucional de la UAM
collection Biblos-e Archivo. Repositorio Institucional de la UAM
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1869412278806249472
score 15,301603

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