Let Me Tell You a Story!: Effects of Electronic Word-of-Mouth on Brand Value Co-Creation and Brand Trust in Social Media
Abstract
Little empirical research has been conducted to demonstrate the role of eWOM in brand value co-creation or brand trust change. Further, whether this brand value co-creation and brand trust change resulting from SNS-based brand eWOM actually lead to consumers’ purchase decision making is largely unknown. This study addresses these literature gaps through empirical research based on See-To and Ho’s (2014) model which theorized the inter-relationship between value co-creation, brand trust, and eWOM.
How to Cite:
Seifert, C. & Kwon, W., (2015) “Let Me Tell You a Story!: Effects of Electronic Word-of-Mouth on Brand Value Co-Creation and Brand Trust in Social Media”, International Textile and Apparel Association Annual Conference Proceedings 72(1).
Downloads:
Download pdf
View PDF