5. Brand-related, Consumer to Consumer, Communication via Social Media

Abstract

Social media has a lot to offer to the marketers in the form of a ‘web of brand-related-conversations’. With the popularity of social media, users indulge in ‘eword-of-mouth’ (eWOM) behaviour while interacting with other users of social media, thereby diffusing the brand-related discussions to a much larger audience. Consumers have compelling stories to share about their brand experiences, seek recommendations and exchange product information with other users of social media. This research brings to the fore factors that can, at outset, induce eWOM behaviour in the form of motivation and social relational properties. Drivers or motives of eWOM behaviour on social media are unique and at the same time nurturing relationships and networking is one of the fundamental functionality users of social media derive. Therefore, both of these factors ought to play a crucial role in comprehending the underlying eWOM behaviour. Researchers have empirically found eWOM on social media to be capable of influencing, both, consumption-related behaviour and brand equity. Even marketers, with the help of technology, are closely monitoring eWOM to capture consumer sentiments and insights. Unlike traditional WOM, which mostly originated from known and trustworthy sources, eWOM may originate from sources where no significant prior relationship exists. Therefore, the influence of eWOM towards consumption-related behaviours is likely to be moderated by credibility perceptions consumers derive from both, the source of the eWOM and the message itself. Hence to understand the phenomenon better, this is a conceptual article based on extensive review of relevant literature that attempts to understand the precursors that lead to eWOM behaviour on social media and the role of credibility. The study suggests a conceptual model along with testable propositions. `