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.
|Title of host publication||Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape|
|Editors||Blanca Miguélez-Juan, Gema Bonales-Daimiel|
|Place of Publication||Pensilvânia|
|Number of pages||17|
|Publication status||Published - 9 Jan 2023|