When is brand content shared on Facebook? A field study on online Word-of-Mouth

Journal article

Publication Details

Author(s): Haikel-Elsabeh M, Zhao Z, Ivens B, Brem A
Journal: International Journal of Market Research
Publication year: 2019
Volume: 61
Journal issue: 3
Pages range: 287–301
ISSN: 1470-7853


When implementing social media strategies on Facebook brand pages, companies focus on factors that prompt electronic Word-of-Mouth (eWoM) about brand contents. This study examines individual and collective factors that lead to brand content sharing behaviors. The research conducts a field study of a real brand on its Facebook fan page to gather actual behavioral data. Both declarative and behavioral data are used to explain brand eWoM, based on 250 participants. Empirical results show that the Facebook activity has a positive influence on brand content sharing for active users (posters) but not for nonactive users (lurkers), while brand engagement positively affects brand content sharing for both active and nonactive users. Furthermore, brand community involvement does not have an influence on brand content sharing. Findings offer companies useful recommendations for using the determinants included in our research design to understand and analyze the sharing behaviors of users.

FAU Authors / FAU Editors

Brem, Alexander Prof. Dr.
Lehrstuhl für Technologiemanagement

External institutions with authors

Otto-Friedrich-Universität Bamberg
Télécom ParisTech / École nationale supérieure des télécommunications (ENST)

Research Fields

Idea Management
Lehrstuhl für Technologiemanagement

How to cite

Haikel-Elsabeh, M., Zhao, Z., Ivens, B., & Brem, A. (2019). When is brand content shared on Facebook? A field study on online Word-of-Mouth. International Journal of Market Research, 61(3), 287–301. https://dx.doi.org/10.1177/1470785318805301

Haikel-Elsabeh, Marie, et al. "When is brand content shared on Facebook? A field study on online Word-of-Mouth." International Journal of Market Research 61.3 (2019): 287–301.


Last updated on 2019-30-06 at 10:38