International Journal of Knowledge Processing Studies
Online ISSN: 2783-4611

Knowledge Transfer Mechanisms in Electronic Word of Mouth Campaigns: Implications for Brand Equity

Document Type : Original Research Manuscripts

Authors

Azadeh Darvish 1
Fereshteh Lotfizadeh 2
Kambiz Heidarzadeh 3
Rahim Mohtaram 4

1 Ph.D. Candidate, Department of Management, UAE Branch, Islamic Azad University, Dubai, United Arab Emirates

2 Assistant Professor, Department of Management, Zanjan Branch, Islamic Azad University, Zanjan, Iran

3 Associate Professor, Department of Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.

4 Assistant Professor Department of Management, Science and Research Branch, Islamic Azad University, Tehran, Iran

https://doi.org/10.22034/kps.2022.357430.1045
Abstract
This paper explores the intricate mechanisms underlying knowledge transfer in Electronic word-of-mouth (eWOM) campaigns and their far-reaching implications for brand equity in the digital era. The aim is to interpret how eWOM channels facilitate the strategies that can optimize knowledge transfer in eWOM campaigns to the benefit of brand equity. Through an extensive review of the existing literature and expert interview analysis, 187 codes were identified. Using 410 Likert questionnaires, the quantitative method was employed to test the proposed model. Exploratory factor analysis and PCA (Principal Component Analysis) method were used by SPSS software. By AMOS software, first and second-order confirmatory factor analyses were conducted to ensure a consistent factor structure between the items and structures. CR criterion was used to assess reliability. The AVE, GOF, TLI, CFI, NFI, and RFI indices were also used to evaluate the model. Understanding the underlying mechanisms of knowledge transfer in eWOM campaigns is essential for brand managers and marketers seeking to bolster brand equity in the digital landscape. Leveraging these mechanisms effectively can enhance brand reputation, customer loyalty, and overall business success. This research emphasizes the critical importance of eWOM strategies as a key driver of brand equity in the contemporary marketing landscape.

Keywords

Knowledge Transfer Mechanisms
Electronic Word of Mouth
Brand equity
Subjects
  1. Afsar, B., Qureshi, J. A., Rehman, A., & Bangash, R. U. (2011). CONSUMER PANACEA OVER INTERNET USAGE IN PAKISTAN. Management & Marketing Journal, 9(1).
  2. Ahmadi Esfahani, A.(2021).Investigating the effect of electronic word of mouth advertising on mobile banking adoption considering consumer participation.Advertising and Sales Management, 2(1), 34-50.
  3. Al-Abdallah, G., Khair, N., & Elmarakby, R. (2021). The impact of social networking sites on luxury vehicles purchase decision process in Gulf Cooperation Council countries. Journal of International Consumer Marketing, 33(5), 559-577.
  4. Beverland, M. B. (2016). Can cooperatives build and sustain brands?. In Market Orientation (pp. 137-152). Routledge.
  5. Braun, W. H., & Warner, M. (2002). Strategic human resource management in western multinationals in China: The differentiation of practices across different ownership forms. Personnel Review, 31(5), 553-579.
  6. Christiansen, B. (Ed.). (2020). Handbook of research on applied AI for international business and marketing applications. IGI Global.
  7. Darvish, A., Lotfizadeh, F., Hiedarzadeh, K., & Mohtaram, R. (2023). Identifying the Effective Factors of Oral Electronic Marketing on Brand Equity. Journal of System Management, 9(1), 15-36.
  8. Donthu, N., Kumar, S., Pattnaik, D., & Lim, W. M. (2021). A bibliometric retrospection of marketing from the lens of psychology: Insights from Psychology & Marketing. Psychology & Marketing, 38(5), 834-865.
  9. Eng, H., Lauritzen, C., Reedtz, C., Mørch, W. T., & Martinussen, M. (2014). Establishing evidence-based practices within services for children: knowledge transfer challenges. BMC Health Services Research, 14(2), 1-1.
  10. Eslami, G., & Ghaderi, F. (2021). The role of Electronic word of mouth on e-Loyalty of sports goods (Case of: Digi Kala and Bamilo website). Communication Management in Sport Media, 8(4), 81-90.
  11. Haji Ali Akbari, F., & Mousavi, N.(2018).The effect of social media marketing components through brand equity on customer response in the tourism industry (case study: Abhar city).Marketing Management, 14(42), 57-76. [in Prsian]
  12. Huete-Alcocer, N. (2017). A literature review of word of mouth and electronic word of mouth: Implications for consumer behavior. Frontiers in psychology, 8, 1256.
  13. Jalilvand, M., & Samiei, N. (2012). The effect of word of mouth on inbound tourists' decision for traveling to Islamic destinations (the case of Isfahan as a tourist destination in Iran). Journal of Islamic Marketing, 3 (1), 12- 21.
  14. Jasin, M. (2022). How The Role of online and viral marketing and competitiveness ability on business performance of SMEs. Journal of Information Systems and Management (JISMA), 1(2), 28-35.
  15. Kallberg, V., & Engström, A. (2019). Sharing is Caring-When done Properly: A study on customer knowledge transfer between dealers and distributors and the impact of GDPR.
  16. Kumar, P., & Singh, G. (2020). Using social media and digital marketing tools and techniques for developing brand equity with connected consumers. In Handbook of research on innovations in technology and marketing for the connected consumer (pp. 336-355). IGI Global.
  17. Kumar, S., & Singh, B. (2022). What drives students to adopt m-learning apps? The role of e-WOM in signalling theory perspective. Behaviour & Information Technology, 1-18.
  18. Mahar, F., Ahmed, S. Z., Danish, M., & Mobin, W. (2022). The Effect of Electronic Word of Mouth on Brand Equity in the Context of Social Media. Journal of Business Administration and Management Sciences (JOBAMS), 4(1), 19-30.
  19. Montazemi, A. R., & Saremi, H. Q. (2014, April). The effectiveness of electronic word of mouth on consumers’ perceptions of adopting products/services-A literature review. In International Conference on Web Information Systems and Technologies (Vol. 2, pp. 324-331). SCITEPRESS.
  20. Mujeed, S., Li, S., Jabeen, M., Nassani, A. A., Askar, S. E., Zaman, K., ... & Jambari, H. (2021). Technowomen: women’s autonomy and its impact on environmental quality. Sustainability, 13(4), 1611.
  21. Severi, E., Ling, K. C., & Nasermoadeli, A. (2014). The impacts of electronic word of mouth on brand equity in the context of social media. International Journal of Business and Management, 9(8), 84-96.
  22. Sjukun, S., & Yulius, Y. (2023). The Influence of Electronic Word of Mouth and Social Media Marketing on Brand Image and Purchase Intention of E-Commerce Cosmetic Products in Medan City. International Journal of Social Science, Education, Communication and Economics (SINOMICS JOURNAL), 2(4), 879-892.
  23. Suhud, U. (2021). Influence of social media marketing, electronic word of mouth and consumer engagement to brand loyalty in Indonesia Grab Company. International Journal of Business and Social Science Research, 2(2), 16-26.
  24. Sullivan, Y. W., & Kim, D. J. (2018). Assessing the effects of consumers’ product evaluations and trust on repurchase intention in e-commerce environments. International Journal of Information Management, 39, 199-219.
  25. Syahrivar, J., & Ichlas, A. M. (2018). The Impact of Electronic Word of Mouth (E-WoM) on Brand Equity of Imported Shoes: Does a Good Online Brand Equity Result in High Customers' Involvements in Purchasing Decisions?. The Asian Journal of Technology Management, 11(1), 57-69.
  26. Valos, M. J., & Bednall, D. H. (2010). The alignment of market research with business strategy and CRM. Journal of Strategic Marketing, 18(3), 187-199.
  27. Verbytska, A. (2023). Advantages of social media marketing as a lead generation channal for start-ups.
  28. Verma, S., & Yadav, N. (2021). Past, present, and future of electronic word of mouth (EWOM). Journal of Interactive Marketing, 53, 111-128.
  29. Weber, B., & Weber, C. (2007). Corporate venture capital as a means of radical innovation: Relational fit, social capital, and knowledge transfer. Journal of Engineering and technology management, 24(1-2), 11-35.
  30. Xaviera, A. R., Haya, R. F., & Aqillah, N. (2022). Analyzing the Impact of Electronic-Word of Mouth (E-WOM) on Purchase Intention: A Case Study on Brand Erigo Store Indonesia. Available at SSRN 4137554.
International Journal of Knowledge Processing Studies
Volume 4, Issue 2
Spring 2024
Pages 132-149

  • Receive Date 22 August 2022
  • Revise Date 06 December 2022
  • Accept Date 17 May 2023

Home

Guide for Authors

Submit Manuscript

Reviewers

Contact Us