The path from brand communities through word of mouth to the intentions to adopt video streaming services: a two-stage framework Online publication date: Tue, 19-Jun-2018
by Karla Barajas-Portas; Pável Reyes-Mercado
International Journal of Business Competition and Growth (IJBCG), Vol. 6, No. 2, 2018
Abstract: Word of mouth has been praised as a marketing tool that fosters business growth. This paper analyses the links between brand communities, word of mouth, and intention to adopt online services. We first model word of mouth as a consequence of users' interaction into brand communities, that is, the WOM sender's perspective. Afterwards, we analyse the influence of word of mouth on consumer attitudes and further behavioural intention to adopt an interactive service, i.e., the WOM receiver's perspective. Through the use of two samples and structural equations, we test the two-stage framework for the product category online video streaming platform. Results show that word of mouth is explained by the brand community commitment on the sender's perspective and that word of mouth has a more prominent role than perceptions on innovation attributes in influencing user's attitudes and intentions to continue using the video streaming platform. Implications for marketing managers are offered.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Competition and Growth (IJBCG):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook