Word of mouth effects in brand communities
8 December 2015, by Timo Mandler
As part of our work, a new study was published:
Relling, M., Schnittka, O., Sattler, H., & Johnen, M. (2016). Each can help or hurt: Negative and Positive Word of Mouth in Social Network Brand Communities. International Journal of Research in Marketing, 33(1), forthcoming.
The authors explore the behavior of consumers within brand communities in digital social networks. In particular, they focus on positive and negative word of mouth and the participation in different community types. They find that negative postings are not bad per se and positive postings are not necessarily pushing the interest of consumers within brand communities. Instead, it is essential that brand communities meet the individual requirements of their fans.