A Meta-Analysis on the Effect of Triggers of Electronic Word of Mouth on Consumer Based Brand Equity

摘要

Extant literature highlighted a number of factors that motivate the internet-savvy people to spread positive electronic word of mouth (eWOM) about the products or services in the social networking sites. However, a concrete model integrating the triggers spreading positive eWOM is yet to be developed. Therefore, the first objective of the present study is to identify and consolidate the triggers that spread positive eWOM from extant literature. Secondly, several approaches of CBBE have offered valuable insight on how the consumers evaluate and choose brands within a given product category. Since marketers need to build their brand using a specific and limited budget for promotion and eWOM is a low-budget promotional tool (Dixit, 2016), it is important that marketers be aware of the triggers of eWOM and relative importance of those triggers for generating eWOM and their subsequent impact on brand building. Such understanding will help them focusing on the most important triggers of eWOM for their products and reach millions of customers with a single click a meager expenditure. Nonetheless, not many studies have analyzed the effect of triggers of positive eWOM on CBBE, Therefore, this study aims to examine the repercussions of the triggers of positive eWOM on CBBE.