Antecedents of Online Word-of-Mouth and Memorable Experience Concept

Iivi Riivits-Arkonsuo, Anu Leppiman

Abstract


This study aims to examine the antecedents of brand-related online word-of-mouth (WOM) communication from the memorable experience concept perspective. This paper considers the factors that are behind the willingness to participate in brand-consumer interaction when passing on messages, generating content, and sharing online communication. The study is built on complementary sources of information, employing a mixed methods approach. The results show that sharing and generating positive online communication involves reciprocal patterns, while a memorable experience, good brand experience, and interaction in value co-creation drive willingness to help the brand. The gratitude-related reciprocal online behaviour is a “virtual praise”. The findings provide insight into how meaningful experience, interaction in value co-creation, and reciprocity, which are the key concepts of experience marketing, cause and have an impact on sharing online communication. From a theoretical viewpoint, this study offers insights into the links between constructs of meaningful experience concepts and brand-related online communication. Understanding the experiential aspects of consumers' online behaviour, such as willingness to co-create value together with brands, offers an implication for marketing management.


Keywords


Gratitude, memorable brand experience, online word-of-mouth (WOM), reciprocity, value co-creation.

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DOI: http://dx.doi.org/10.18533/ijbsr.v5i9.842

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