Identifying the Nature of Consumer’s eWOM Activity on Facebook Brand Pages: an Exploratory Study

Pasternak, O., Veloutsou, C. and Morgan-Thomas, A. (2015) Identifying the Nature of Consumer’s eWOM Activity on Facebook Brand Pages: an Exploratory Study. In: 10th Global Brand Conference, Turku, Finland, 27-29 Apr 2015,

Abstract

The purpose of the paper is to explore the nature of consumer participation in eWOM activities on Facebook brand pages. This paper aims to add to the academic literature on eWOM and brand communities by exploring consumer communication on the official and unofficial Facebook brand pages and groups. The authors also look into the interconnectedness of the members’ personal Facebook profiles and brand-related pages. The paper thereby does not limit the exploration of eWOM activity to the social media-based brand communities; but also explores the members’ brand-related communication within their broader network of ‘friends’. The study also looks into how the fans construct and project their image though their interactions with brands.

• Item Type: Conference Proceedings
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Veloutsou, Professor Cleopatra and Morgan-Thomas, Professor Anna and Pasternak, Dr Sasha
• Authors: Pasternak, O., Veloutsou, C., and Morgan-Thomas, A.
• College/School: College of Social Sciences > Adam Smith Business School > Management