E-WOM as an asset of branded content strategies: A conceptual approach to the role of consumers in building brand equity

Carmen Llorente-Barroso, Olga Kolotouchkina, Ivone Ferreira

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

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.

Original languageEnglish
Title of host publicationHandbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
EditorsBlanca Miguélez-Juan, Gema Bonales-Daimiel
Place of PublicationPensilvânia
PublisherIGI Global
Chapter16
Pages367-383
Number of pages17
ISBN (Electronic)9781668439722
ISBN (Print)9781668439715
DOIs
Publication statusPublished - 9 Jan 2023

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