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

Beitrag in einer Fachzeitschrift

Details zur Publikation

Autorinnen und Autoren: Haikel-Elsabeh M, Zhao Z, Ivens B, Brem A
Zeitschrift: International Journal of Market Research
Jahr der Veröffentlichung: 2019
Band: 61
Heftnummer: 3
Seitenbereich: 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-Autorinnen und Autoren / FAU-Herausgeberinnen und Herausgeber

Brem, Alexander Prof. Dr.
Lehrstuhl für Technologiemanagement

Einrichtungen weiterer Autorinnen und Autoren

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


Lehrstuhl für Technologiemanagement


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.


Zuletzt aktualisiert 2019-30-06 um 10:38

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