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Langaro, D., Salgueiro, M. F., Rita, P. & Del Chiappa, G. (2019). Users' participation in facebook brand pages and its influence on word-of-mouth: the role of brand knowledge and brand relationship. Journal of Creative Communications. 14 (3), 177-195

D. L. Souto et al.,  "Users' participation in facebook brand pages and its influence on word-of-mouth: the role of brand knowledge and brand relationship", in Journal of Creative Communications, vol. 14, no. 3, pp. 177-195, 2019

@article{souto2019_1733300939375,
	author = "Langaro, D. and Salgueiro, M. F. and Rita, P. and Del Chiappa, G.",
	title = "Users' participation in facebook brand pages and its influence on word-of-mouth: the role of brand knowledge and brand relationship",
	journal = "Journal of Creative Communications",
	year = "2019",
	volume = "14",
	number = "3",
	doi = "10.1177/0973258619889404",
	pages = "177-195",
	url = "https://journals.sagepub.com/home/crc"
}

TY  - JOUR
TI  - Users' participation in facebook brand pages and its influence on word-of-mouth: the role of brand knowledge and brand relationship
T2  - Journal of Creative Communications
VL  - 14
IS  - 3
AU  - Langaro, D.
AU  - Salgueiro, M. F.
AU  - Rita, P.
AU  - Del Chiappa, G.
PY  - 2019
SP  - 177-195
SN  - 0973-2586
DO  - 10.1177/0973258619889404
UR  - https://journals.sagepub.com/home/crc
AB  - Due to the development of social media, brands have integrated Social
Networking Sites (SNS) as an important part of their communication mix. This change
calls for studies that help to understand the role of SNS in the communication mix,
through further investigating their effects for brands and acknowledging their influencing
triggers. Concerning that, previous studies have associated the use of SNS to effects on
WoM, with SNS contributing as a tool skilled for generating conversations about the
brand. The current study focuses on investigating the triggers of these effects. In
previous research, WoM was accepted as being triggered by constructs related to the
effects of SNS on increasing users´ knowledge about the brand and improving perceived
relationship value. Despite their relevance, studies in SNS so far have not yet explored
these approaches in an integrative manner. So researchers and managers could
understand how these dimensions behave in relation to each other in triggering WoM.
The current study addresses this research gap, proposing an integrative perspective that
combines brand knowledge and brand relationship constructs while investigating the
effects on WoM. Direct and indirect effects are proposed with mediating relations being
supported by the Theory of Reason Action (TRA) and Social Exchange (SET). Two
surveys were implemented, with 218 and 550 valid responses obtained. Results were
analyzed using structural equation modeling. Findings support the relevance of brand
relationship variables (trust and affective commitment) in influencing WoM, with trust
assuming a pivotal role. Moreover, triggers related to brand knowledge also influence the
effects, with brand awareness and attitude driving significant effects. Managerial and
theoretical implications are discussed
ER  -