TY - CHAP
T1 - E-WOM as an asset of branded content strategies
T2 - A conceptual approach to the role of consumers in building brand equity
AU - Llorente-Barroso, Carmen
AU - Kolotouchkina, Olga
AU - Ferreira, Ivone
N1 - info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F05021%2F2020/PT#
info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDP%2F05021%2F2020/PT#
UIDB/05021/2020
UIDP/05021/2020
PY - 2023/1/9
Y1 - 2023/1/9
N2 - In recent decades, the transformation of the communication paradigm has triggered brands to experience new communication formats, in which users have gained significant relevance on account of their capacity to influence purchase decisions and brand image through their content shared via e-WOM. It is therefore essential that knowledge about the involvement of consumers in the generation of brand value as a result of their content and experiences shared through e-WOM be further explored. The review allows the definition of a user as micro influencer, on account of their high degree of credibility and trust. As a key conclusion, a conceptual model is proposed outlining the relevance of consumers within the communication strategies of brands, and identifying recommendations for generating positive e-WOM and mitigating negative e-WOM.
AB - In recent decades, the transformation of the communication paradigm has triggered brands to experience new communication formats, in which users have gained significant relevance on account of their capacity to influence purchase decisions and brand image through their content shared via e-WOM. It is therefore essential that knowledge about the involvement of consumers in the generation of brand value as a result of their content and experiences shared through e-WOM be further explored. The review allows the definition of a user as micro influencer, on account of their high degree of credibility and trust. As a key conclusion, a conceptual model is proposed outlining the relevance of consumers within the communication strategies of brands, and identifying recommendations for generating positive e-WOM and mitigating negative e-WOM.
UR - http://www.scopus.com/inward/record.url?scp=85147639201&partnerID=8YFLogxK
U2 - 10.4018/978-1-6684-3971-5.ch016
DO - 10.4018/978-1-6684-3971-5.ch016
M3 - Chapter
AN - SCOPUS:85147639201
SN - 9781668439715
SP - 367
EP - 383
BT - Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
A2 - Miguélez-Juan, Blanca
A2 - Bonales-Daimiel, Gema
PB - IGI Global
CY - Pensilvânia
ER -