Title: Relationships between brand awareness and online word-of-mouth: an example of online gaming community

Authors: Shu-Hsien Liao; Chih-Chuang Wu; Retno Widowati; Mei-Ying Chen

Addresses: Department of Management Sciences, Tamkang University, No. 151, Yingjuan Rd., Danshuei Dist., New Taipei City, 251, Taiwan, ROC. ' Business Management Department, Tatung University, No. 40, Sec. 3, Zhongshan N. Rd., Taipei City 104, Taiwan, ROC. ' Department of Management, Universitas Muhammadiyah Yogyakarta, Jalan Lingkar Selatan, Tamantirto, Kasihan Bantul, Yogyakarta, 55183, Indonesia. ' Department of Management Sciences, Tamkang University, No. 151, Yingjuan Rd., Danshuei Dist, New Taipei City, 251, Taiwan, ROC

Abstract: With the increasing popularity of broadband networks, the online game market is becoming more mature. One of the most popular online games, World of WarCraft, has more than ten million global members, making it the largest massive multiplayer online role playing game (MMORPG). Many researchers have widely explored online communities. However, online entertainment community has seldom been addressed; especially in the investigation of online communities marketing factors and consumer behaviour. An issue of particular interest in this study is in determining whether there are some relationships in online game consumer model between marketing factors and behaviour, and if there are relationships, in understanding the reasons for these relationships. Thus, this study explores the relationships among brand awareness, customer value, repurchase intention, and online word-of-mouth based on 280 questionnaires from players of World of WarCraft in Taiwan and using structural equation modelling. The results show that brand awareness affects repurchase intention and online word-of-mouth through customer value. In addition, customer value is a completely mediated variable in our model. Finally, this study shows that if online game firms can satisfy the core values of their players, the players will be willing to recommend and share this with others on the net.

Keywords: online gaming; brand awareness; customer value; repurchasing intentions; online word-of-mouth; WoM; structural equation modelling; web based communities; virtual communities; online communities; marketing; consumer behaviour.

DOI: 10.1504/IJWBC.2012.046259

International Journal of Web Based Communities, 2012 Vol.8 No.2, pp.177 - 195

Published online: 20 Aug 2014 *

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