The antecedents for Word of Mouth in Facebook brand communities

Les déterminants du bouche à oreille en ligne dans les communautés de marques sur Facebook

Marie Haikel-Elsabeh () and Christine Balagué ()
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Marie Haikel-Elsabeh: CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre
Christine Balagué: IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - EESC-GEM Grenoble Ecole de Management - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management

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Abstract: In order to get information on products, consumers use Facebook brand pages, and contribute to word of mouth on brands by liking, commenting, or posting on Facebook brand pages. The objective of this paper is to analyze the antecedents for WOM for brand communities on Fa-cebook. The paper proposes an analysis of WOM's antecedents: brand engagement, identifi-cation to brand communities, general tendency for information sharing on Facebook.

Keywords: Brands; Communities; Word of Mouth; Antecedents; Bouche à oreille; Communautés; Facebook; Marques; Déterminants (search for similar items in EconPapers)
Date: 2014-05-14
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Published in 30ème Congrès de l'Association Française du Marketing (AFM), May 2014, Montpellier, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01273614

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