Title: The path from brand communities through word of mouth to the intentions to adopt video streaming services: a two-stage framework

Authors: Karla Barajas-Portas; Pável Reyes-Mercado

Addresses: Department of Business and Economics, Universidad Anahuac México, Av. Universidad Anahuac No. 46, Col. Lomas de Anahuac, Huixquilucan, Estado de Mexico, CP 52786, Mexico ' Department of Business and Economics, Universidad Anahuac México, Av. Universidad Anahuac No. 46, Col. Lomas de Anahuac, Huixquilucan, Estado de Mexico, CP 52786, Mexico

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.

Keywords: brand communities; word of mouth; behavioural intentions; interactive services; consumer attitudes; adoption; partial least squares; PLS; video streaming; path modelling.

DOI: 10.1504/IJBCG.2018.092429

International Journal of Business Competition and Growth, 2018 Vol.6 No.2, pp.80 - 104

Received: 13 May 2017
Accepted: 19 Jul 2017

Published online: 11 Jun 2018 *

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