MINI-lovers, maxi-mouths: An investigation of antecedents to eWOM intention among brand community members

Abstract

Electronic word of mouth (eWOM) has received mounting attention as a powerful source of product-related information and as an effective marketing communication strategy; however, little is known about what predicts consumers' engagement in eWOM. This study proposes and empirically examines a model of eWOM intention among online brand community members. Based on a survey of about 170 members of MINI Cooper online brand communities, the findings of this study suggest that brand identification positively influences eWOM intention by way of brand loyalty and community identification. In addition, trust in peer community members was found as a significant mediator of the influence of community identification on eWOM intention. Taken together, both brand- and community-related dimensions are crucial in predicting eWOM intention among brand community members. Managerially, the findings point to the prime role of online brand community members in spreading the positive word for the brand and provide insight to effective strategies for promoting favorable eWOM for brands, especially among the so-called brand evangelists.