Merchandising/Marketing/Retailing: Branding

Let Me Tell You a Story!: Effects of Electronic Word-of-Mouth on Brand Value Co-Creation and Brand Trust in Social Media

Authors: Christin Seifert (Auburn University) , Wi-Suk Kwon (Auburn University)

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.

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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).