The interplay between brand relationship norms and ease of sharing on electronic word-of-mouth and willingness to pay

Abstract

This research develops a conceptual framework that delineates the interplay between brand relationship norms and ease of sharing on electronic word-of-mouth (eWOM) and willingness to pay (WTP). We find that when sharing is difficult, compared to those in a communal relationship, consumers in an exchange relationship are more likely to generate eWOM and pay a higher price premium. Conversely, when sharing is easy and self-brand connection is deep, consumers in a communal relationship are more likely to contribute eWOM and a higher WTP than those in an exchange relationship. Our findings offer significant theoretical and practical implications on managing consumer outcomes in the digital media era.