The aim of this paper is to shed light on the various ways in which traditional word of mouth (WOM) and electronic word of motuh (eWOM) influence consumer behaviour in terms of the resulting SBC, brand loyalty, self-enhancement and vice versa. In addition, consumers' subsequent reactions after their behaviour has been influenced by the different ways of communication are portrayed.
Accordingly, the classification of the topic in the field of marketing research and the definitions of central terms and concepts are determined in the first step. Then, the paper will provide an overview of the current state of research regarding the topic in chapter three. Subsequently, chapter four demonstrates an in-depth presentation of the article "Word of Mouth versus Word of Mouse: Speaking about a Brand Connects You to It More Than Writing Does" written by Hao Shen and Jaideep Sengupta. When discussing the article's main findings in more detail, this study will particularly present its objectives, data basis used, methods, findings and limitations. Finally, it concludes with some reflections on possible implications for practitioners and researchers and will give an outlook toward further research contexts.
Table of Contents
1. Introduction
2. Conceptual Foundation of Research
2.1 Brand Loyalty
2.2 Self-Enhancement
2.3 Self-Brand Connection
2.4 Traditional WOM and eWOM
3. Overview of the Current State of Research
4. Detailed Presentation of the Article
5. Discussion
Research Objectives and Themes
This seminar paper explores the distinct impacts of traditional oral word-of-mouth (WOM) and electronic word-of-mouth (eWOM) on consumer behavior, specifically focusing on how communication channels shape consumers' self-brand connection (SBC), brand loyalty, and reactions to brand-related information.
- Comparison of traditional face-to-face WOM versus digital eWOM.
- Examination of self-brand connection (SBC) and self-enhancement as psychological drivers.
- Analysis of how communication mode (speaking vs. writing) influences consumer brand attitudes.
- Evaluation of downstream consequences such as willingness to wait for a brand and defensive reactions to negative feedback.
- Strategic implications for marketing managers regarding the stimulation of different communication channels.
Excerpt from the Book
Word of Mouth versus Word of Mouse: Speaking about a Brand Connects You to It More Than Writing Does
Shen and Sengupta (2018) contribute further insights with regards to the emotional aspect of WOM. Accordingly, consumers feel more connected to a brand after speaking rather than writing about it. This implies that traditional, face-to-face WOM increases consumer’s SBC more than eWOM does. However, Shen and Sengupta (2018) show that consumer’s SBC is also higher when writing with a recipient they have previously interacted with. Additionally, consumers develop a higher SBC for brands with images that are consistent with the image of one’s own group or reference group (e.g. Escalas and Bettman 2005). Besides, Escalas and Bettman’s (2005) findings also explicate that consumer’s SBC decreases for brands that use images that are consistent with groups to which a consumer does not belong to. This effect is stronger for independent consumers than for interdependent consumers since the former type of consumers has stronger needs to individualize and to differentiate from groups, they are not part of. Moreover, Sicilia, Delgado-Ballester, and Palazon (2016) point out that consumers’ motivation to engage in WOM is more related to personal characteristics and needs in case the SBC is low, indicating that WOM behaviour is not only restricted to consumers who feel strongly connected to a brand.
Furthermore, consumers who have a higher SBC resulting from talking about a brand yield a “greater willingness to wait for the brand in cases of stock-outs” (Shen and Sengupta 2018, p. 611) as well as a “greater resistance to a subsequent attack on the brand” (Shen and Sengupta 2018, p. 605). Wilson, Giebelhausen, and Brady (2017) also demonstrate that consumers with a high SBC react defensively towards negative eWOM by denigrating the source of the message, contradicting the message itself and re-confirming their anterior brand attitude. In addition, Eelen, Özturan, and Verlegh (2017) ascertain that loyal consumers with a high SBC are more motivated to engage in eWOM and generate more positive quotes online in order to help and support the brand compared to occasional users of the brand.
Summary of Chapters
1. Introduction: This chapter outlines the rise of social media and the increasing importance of eWOM, establishing the paper's goal to investigate how communication channels influence consumer brand connections.
2. Conceptual Foundation of Research: This section defines core marketing concepts including brand loyalty, self-enhancement, self-brand connection (SBC), and the evolution of traditional versus electronic word-of-mouth.
3. Overview of the Current State of Research: This chapter categorizes existing academic literature into two research areas: drivers of WOM behavior and the impact of the internet on opinion sharing, while highlighting the research gap concerning communication channels.
4. Detailed Presentation of the Article: This chapter provides an in-depth analysis of the study by Shen and Sengupta (2018), covering their five experiments that demonstrate how oral communication leads to higher SBC compared to writing.
5. Discussion: This concluding chapter synthesizes the research findings, offers managerial implications for stimulating traditional versus electronic WOM, and suggests future research directions.
Keywords
Word of Mouth, eWOM, Self-Brand Connection, Brand Loyalty, Self-Enhancement, Consumer Behavior, Marketing Research, Interaction Focus, Social Media, Brand Attachment, Communication Channels, Emotional Drivers, Functional Drivers, Social Drivers, Consumer Psychology
Frequently Asked Questions
What is the primary focus of this paper?
The paper examines how different communication modes—traditional oral word-of-mouth (WOM) versus digital electronic word-of-mouth (eWOM)—impact consumer relationships with brands.
What are the core thematic areas discussed?
The core themes include consumer brand loyalty, the psychological need for self-enhancement, self-brand connection (SBC), and the mechanisms of how information is shared between consumers.
What is the central research question?
The research investigates how speaking about a brand compared to writing about it affects the consumer's subsequent connection to that brand and their reactions to brand-related events.
Which scientific methodology is primarily applied?
The paper performs a structured literary analysis of existing consumer research and provides a detailed summary and assessment of five experimental studies conducted by Shen and Sengupta (2018).
What topics are covered in the main section?
The main section covers the theoretical definitions of consumer research terms, a literature overview of drivers behind WOM, and a detailed breakdown of findings regarding the difference between verbal and written communication.
Which keywords characterize the work?
The work is characterized by terms such as Word of Mouth, eWOM, Self-Brand Connection, Brand Loyalty, and Self-Enhancement.
How does oral communication affect self-brand connection?
Oral communication leads to a stronger self-brand connection because it involves more intense social interaction and prompts the user to include more self-related thoughts during the conversation.
What downstream effects result from a high self-brand connection?
A high self-brand connection results in a greater willingness to wait for a brand during out-of-stock situations and an increased tendency to defend the brand against negative external feedback.
How can marketers use these findings?
Marketers should encourage traditional, spoken WOM to deepen brand connection and use unique, unconventional online ads to stimulate eWOM engagement.
- Citar trabajo
- Sebastian Köhler (Autor), 2020, Analysis of the article "Word of Mouth versus Word of Mouse. Speaking about a Brand Connects You to It More Than Writing Does", Múnich, GRIN Verlag, https://www.grin.com/document/1177084
