Impact of the antecedents of eWOM on CBBE
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 11 April 2018
Issue publication date: 2 August 2018
Abstract
Purpose
The purpose of this paper is to consolidate the antecedents of electronic word of mouth (eWOM). Thereafter, it examines the impact of eWOM and its antecedents on consumer-based brand equity (CBBE).
Design/methodology/approach
A total of 93 research articles on eWOM and CBBE were critically reviewed using the systematic literature review method.
Findings
This study has consolidated the antecedents of eWOM from the extant literature. It has identified eight antecedents of eWOM including information or argument quality, loyalty, social relationship, source quality, satisfaction, subjective norms, and information quantity. This study has come out with a conceptual framework, followed by 16 hypotheses addressing the possible relationships between eWOM, its antecedents, and CBBE.
Originality/value
This study pioneers to examine the impact of the antecedents of eWOM on CBBE through an exhaustive review of contemporary literature. It has also explored the possibility of eWOM acting as a mediator between the antecedents of eWOM and CBBE. Therefore, this study unravels a wide array of directions for researchers to examine the relationships between the constructs mentioned above and CBBE.
Keywords
Citation
Sijoria, C., Mukherjee, S. and Datta, B. (2018), "Impact of the antecedents of eWOM on CBBE", Marketing Intelligence & Planning, Vol. 36 No. 5, pp. 528-542. https://doi.org/10.1108/MIP-10-2017-0221
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited