http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
THE DARK VS. THE BRIGHT SIDE OF STUDENTS’ SOCIAL MEDIA ENGAGEMENT
Julia Eschenbacher,Christine Falkenreck,Ralf Wagner 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
This study quantifies drivers and consequences of positive and negative electronic word-of-mouth (eWOM) engagement on social networking sites building upon social identity theory. Fitting a structural model using software smartPLS 4.0, the analysis compares two distinct groups of respondents. Though these groups seem to belong to the same in-group. Nevertheless, group members differ with respect to the drivers and consequences of their positive and negative eWOM engagement. As engagement is often used in the context of service-dominant logic, we reveal which non-monetary value co-creating and value-reducing consequences result from positive and negative eWOM engagement. This study highlights the impact of eWOM engagement on self-brand connection and self-brand incongruity and identifies commitment as a major driver. For international respondents negative eWOM does not automatically increase self-brand incongruity but low negative eWOM has a positive effect on the self-brand connection.