Does strategic management of digital technologies influence electronic word-of-mouth (eWOM) and customer loyalty? Empirical insights from B2B platform economy

Amine Belhadi, Sachin Kamble, Imane Benkhati, Shivam Gupta and Sachin Kumar Mangla

Journal of Business Research, 2023, vol. 156, issue C

Abstract: In a volatile environment with huge opportunities for implementing digital technologies the concept of customer loyalty needs further exploration. This paper examines the effects of strategic management of digital technologies on the effectiveness of electronic word-of-mouth (eWOM) and customer loyalty in the B2B sharing economy context. We draw from research on digital adoption and eWOM alongside the theory of planned behavior (TBP) to develop a dedicated model that encompasses novel constructs depicting strategic management of digital technologies, eWOM, and customer loyalty. We test our model using a unique data set comprising information on customers' digital adoption status, eWOM usage, and repurchasing behavior. Our study reveals interesting and innovative findings demonstrating how adopting digital technologies decreases customer loyalty in the B2B sharing platform. The results of this study further explain this outcome by the decrease in the eWoM value that directs the repurchasing behavior of customer firm's representatives. Building on these outcomes, managerial implications are provided for strategic management of digital technologies to maximize the trust in eWOM and enhance value for B2B customers.

Keywords: Sharing economy; B2B context; Difference-in-Difference; Customer loyalty; eWOM (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (10)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S014829632201013X
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:156:y:2023:i:c:s014829632201013x

DOI: 10.1016/j.jbusres.2022.113548

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().