Driving Electronic Word of Mouth on Facebook : a Cross-national Study

• Autorzy: Anna Bianchi , Grzegorz Karasiewicz

Warianty tytułu

Wspieranie komunikacji nieformalnej w środowisku wirtualnym na Facebooku : ujęcie międzynarodowe

• Języki publikacji: EN

Abstrakty

Zainteresowanie komunikacją marketingową w mediach społecznościowych i komunikacją nieformalną stale rośnie. Choć coraz więcej przedsiębiorstw działa w kontekście międzynarodowym, liczba badań dotyczących związku między komunikacją marketingową w mediach społecznościowych i komunikacją nieformalną w środowisku wirtualnym (eWOM) w ujęciu międzykulturowym jest nadal znikoma. Celem artykułu jest, wypełniając istniejącą lukę badawczą, ocena wpływu komunikacji marketingowej na Facebooku na eWOM w różnych krajach. Wyniki analizy treści 1040 postów na Facebooku wskazują, że rynek geograficzny wyjaśnia 27% wariancji eWOM. Niniejszy artykuł umożliwia głębsze zrozumienie procesów związanych z eWOM i dostarcza konkretnych wskazówek dotyczących treści mających pozytywny wpływ na komunikację nieformalną w tym środowisku. (abstrakt oryginalny)

EN

There is a growing interest in marketing communications on social media and word of mouth. More and more companies operate in an international context. However, cross-cultural research on the relationship between marketing communications on social media and electronic word-of-mouth (eWOM) is very scarce. By filling the research gap, the purpose of this study is to assess the influence of marketing communications on Facebook on eWOM in different countries. The results of content analysis of 1,040 Facebook posts show that 27% of the variance of eWOM is explained by the geographic market. This study allows a deeper understanding of marketing communication processes in the virtual environment and provides concreto guidelines on content having a positive influence on eWOM. (original abstract)

Słowa kluczowe

PL

Komunikowanie marketingowe; Media społecznościowe; Komunikowanie nieformalne; Marketing międzynarodowy

EN

Marketing communication; Social media; Informal communication; International marketing

• Czasopismo: Marketing i Rynek
• Rocznik: 2022
• Numer: nr 2
• Strony: 3-14

Twórcy

autor

Anna Bianchi

• Uniwersytet Warszawski

autor

Grzegorz Karasiewicz

• Uniwersytet Warszawski

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Identyfikatory

DOI

10.33226/1231-7853.2022.2.1