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

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.

Automated summary

In this research, it was found that consumers in an exchange relationship are more likely to generate eWOM and pay a higher price premium when sharing is difficult. Conversely, consumers in a communal relationship are more likely to contribute eWOM and have a higher WTP when sharing is easy and self-brand connection is deep.