Electronic Word of Mouth Marketing: Relationship between Brand Loyalty and Electronic Word of Mouth in Social Marketing Networks

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Author(s): Sahra Zamanian (University of Tehran, Iran)and Amir Khanlari (University of Tehran, Iran)
Copyright: 2015
Pages: 22
Source title: Strategic Customer Relationship Management in the Age of Social Media
Source Author(s)/Editor(s): Amir Khanlari (University of Tehran, Iran)
DOI: 10.4018/978-1-4666-8586-4.ch014

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

Social networks as new form of popular and widely used communities (especially among Iranians) are considered as places to talk about brands and sharing comments, experiences, interests and help users to play more prominent role in their own and others informed choices. Purpose of this chapter is to find a logical relationship between brand loyalty on one hand, and participating in eWOM and individuals' identification through specific brands (Adidas in present chapter) on the other. Research results show a significant and positive correlation between brand loyalty, participating in eWOM and brand identification among consumers. Model presented in this chapter explains the same process. Regarding objective methodology and data collection method, this is an applied descriptive and surveying study. We used Regression approach and SPSS software to test hypotheses.

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Electronic Word of Mouth Marketing: Relationship between Brand Loyalty and Electronic Word of Mouth in Social Marketing Networks

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