6533b7d2fe1ef96bd125e330
RESEARCH PRODUCT
Consumer-Generated Reviews on Social Media and Brand Relationship Outcomes in the Fast-Food Chain Industry
Maja ŠErićDaniela Garbin Praničevićsubject
Marketingbusiness.industryBrand awarenessBrand relationship outcomes consumer-generated reviews fast-food chain brands social media communication university students05 social sciencesAdvertisingCustomer relationship managementManagement Information SystemsBrand managementBrand relationshipTourism Leisure and Hospitality Management0502 economics and business050211 marketingSocial mediaBrand equityMarketingbusinessComputingMilieux_MISCELLANEOUS050203 business & managementIntegrated marketing communicationsConsumer behaviourdescription
A number of studies agree on the fact that social media users tend to trust more the contents created by other users than those generated by companies’ marketing departments or advertising agencies. However, little is known regarding whether social media can actually enhance brand trust and other brand relationship outcomes that are deemed critical to the hospitality marketing literature. This paper seeks to offer some important insight on this issue by examining the impact of consumer-generated reviews on social media on four main pillars of the relationship marketing paradigm, i.e., satisfaction, trust, commitment, and loyalty. The inter-relationship between brand outcomes is also examined. The findings suggest that consumergenerated reviews on social media exert a direct impact on affective brand commitment and an indirect impact on brand loyalty. However, their influence on brand satisfaction and trust appears to be insignificant. The inter-relationship between brand relationship outcomes is also corroborated.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2017-08-09 |