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

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.