【摘 要】
：
This study aims to explore(1)the word of mouth triggers namely brand loyalty,selfexpressive brands and brand tribalism; and(2)the effects of susceptibility to interpersonal influence and social networ
【机 构】
：
University of Malaysia Sabah
【出 处】
：
华人学者营销协会,上海财经大学商学院,上海市市场学会
论文部分内容阅读
This study aims to explore(1)the word of mouth triggers namely brand loyalty,selfexpressive brands and brand tribalism; and(2)the effects of susceptibility to interpersonal influence and social network influence on self-expressive brands and brand tribalism.Finally,(3)the moderating effects of individualism on the relationship between self-expressive brands on brand loyalty and word of mouth were also examined.Utilizing the convenience and snowball sampling methods,a total of 383 valid questionnaires were collected via Facebook.The results indicated that social network influence had positive relationships with self-expressive brands and brand tribalism,but not in the case of susceptibility to interpersonal influence.All the word of mouth triggers have positive influences on words of mouth.Self-expressive brands and brand tribalism significantly influence brand loyalty.Self-expressive brands also positively influence brand tribalism.However,there were no moderating effects of individualism found on word of mouth and brand loyalty for self-expressive brands.The findings of this study strongly supported the relationships between brand loyalty,self-expressive brands,brand tribalism and word of mouth.Automobile marketers could utilize word of mouth as an important marketing communication tool,especially in the social media marketing context.
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