The interconnected role of strength of brand and interpersonal relationships and user comment valence on brand video sharing behaviour

References

• Ahluwalia, R., H. R. Unnava, and R. E. Burnkrant. 2001. The moderating role of commitment on the spillover effect of marketing communications. Journal of Marketing Research 38, no. 4: 458–470.
   Web of Science ®Google Scholar
• Aiken, L., S. G. West, and R. R. Reno. 1991. Multiple regression: Testing and interpreting interactions. Thousand Oaks, CA: Sage.
   Google Scholar
• Anderson, E. W., and L. C. Salisbury. 2003. The formation of market-level expectations and its covariates. Journal of Consumer Research 30, no. 1: 115–124.
   Web of Science ®Google Scholar
• Bhattacharyya, S. 2016. Shell's clean energy campaign tops viral videos charts for 2016. http://adage.com/article/the-viral-video-chart/top-10-campaigns-2016/307190/
   Google Scholar
• Berger, J., A. T. Sorensen, and S. J. Rasmusseen. 2010. Positive effects of negative publicity: When negative reviews increase sales. Marketing Science 29, no. 5: 815–827.
   Web of Science ®Google Scholar
• Berinsky, A. J., G. A. Huber, and G. S. Lenz. 2012. Evaluating online labour markets for experimental research: Amazon.com's mechanical Turk. Political Analysis 20, no. 3: 351–368.
   Web of Science ®Google Scholar
• Blau, P. M. 1964. Exchange & Power in Social Life. New York: John Wiley & Sons, Inc.
   Google Scholar
• Bourdieu, P. 1984. Distinction: A Social Critique of the Judgment of Taste. Cambridge, MA: Harvard University Press.
   Google Scholar
• Brown, D. E. 1991. Human Universals. Philadelphia, PA: Temple University Press.
   Google Scholar
• Buhrmester, M., T. Kwang, and S. D. Gosling. 2011. Amazon's mechanical Turk: A new source of inexpensive, yet high-quality, data? Perspectives on Psychological Science 6, no. 1: 3–5.
   Web of Science ®Google Scholar
• Campbell, C., L. F. Pitt, M. Parent, and P. R. Berthon. 2011. Understanding consumer conversations around ads in a Web 2.0 World. Journal of Advertising 40, no. 1: 87–102.
   Web of Science ®Google Scholar
• Chaudhuri, A., and M. B. Holbrook. 2001. The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing 65, no. 2: 81–93.
   Web of Science ®Google Scholar
• Chen, R. 2013. Member use of social networking sites – an empirical examination. Decision Support Systems 54, no. 3: 1219–1227.
   Web of Science ®Google Scholar
• Cheung, M. Y., C. Luo, C. L. Sia, and H. Chen. 2009. Credibility of electronic word-of-mouth: Information and normative determinants of on-line consumer recommendations. International Journal of Electronic Commerce 13, no. 4: 9–38.
   Web of Science ®Google Scholar
• Chevalier, J. A., and D. Mayzlin. 2006. The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research 43, no. 3: 345–354.
   Web of Science ®Google Scholar
• Chiou, J., and C. Cheng. 2003. Should a company have message boards on its web site? Journal of Interactive Marketing 17, no. 3: 50–61.
   Google Scholar
• Chiu, H.-C., Y.-C. Hsieh, Y.-H. Kao, and M. Lee. 2007. The determinants of email receivers' disseminating behaviours on the internet. Journal of Advertising Research 47, no. 4: 524–534.
   Web of Science ®Google Scholar
• Cho, S., J. Huh, and R. J. Faber. 2014. The influence of sender trust and advertiser trust on multistage effects of viral advertising. Journal of Advertising 43, no. 1: 100–114.
   Web of Science ®Google Scholar
• Chu, S.-C., and Y. Kim. 2011. Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising 30, no. 1: 47–75.
   Web of Science ®Google Scholar
• Chu, S.-C. 2011. Viral advertising in social media: Participation in Facebook groups and responses among college-aged user. Journal of Interactive Advertising 12, no. 1: 30–43.
   Google Scholar
• Chu, S.-C., H.-T. Chen, and Y. Sung. 2016. Following brands on Twitter: An extension of theory of planned behaviour. International Journal of Advertising 35, no. 3: 421–437.
   Web of Science ®Google Scholar
• Constant, D., S. Kiesler, and L. Sproull. 1994. What's mine is ours, or is it? A study of attitudes about information sharing. Information Systems Research 5: 400–421.
   Web of Science ®Google Scholar
• Cook, K. S., and R. M. Emerson. 1984. Exchange networks and the analysis of complex organizations. Research in the Sociology of Organizations 3, no. 4: 1–30.
   Google Scholar
• Cutler, M. 2009. How to make your online video go viral. Advertising Age 42, March 30.
   Google Scholar
• De Vries, L., S. Gensler, and P. S. H. Leeflang. 2012. Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing 26, no. 2: 83–91.
   Web of Science ®Google Scholar
• Dean, R. B., J. A. Austin, and W. A. Watts. 1971. Forewarning effects in persuasion: Field and classroom experiments. Journal of Personality and Social Psychology 18, no. 2: 210–221.
   Web of Science ®Google Scholar
• Delgado-Ballester, E., and J. L. Munuera-Alemán. 2001. Brand trust in the context of consumer loyalty. European Journal of Marketing 35, no. 11/12: 1238–1258.
   Google Scholar
• do Paco, A. M. F., and R. Reis. 2012. Factors affecting scepticism toward green advertising. Journal of Advertising 41, no. 4: 147–155.
   Web of Science ®Google Scholar
• Doh, S. J., and J. S. Hwang. 2009. How consumers evaluate eWOM (electronic word-of-mouth) messages. CyberPsychology & Behavior 12, no. 2: 193–197.
   PubMedGoogle Scholar
• Duan, W., B. Gu, and A. B. Whinston. 2008. Do online reviews matter? An empirical investigation of panel data. Decision Support System 45, no. 5: 1007–1016.
   Web of Science ®Google Scholar
• Eckler, P., and P. Bolls. 2011. Spreading the virus: Emotional tone of viral advertising and its effect on forwarding intentions and attitudes. Journal of Interactive Advertising 11, no. 2: 1–11.
   Google Scholar
• eMarketer. 2015. Social network ad spending to hit $23.68 billion worldwide in 2015. http://www.emarketer.com/Article/Social-Network-Ad-Spending-Hit-2368-Billion-Worldwide-2015/1012357
   Google Scholar
• eMarketer. 2016a. Marketers expected to shift more dollars toward desktop, mobile video ads. http://www.emarketer.com/Article/Marketers-Expected-Shift-More-Dollars-Toward-Desktop-Mobile-Video-Ads/1013959.
   Google Scholar
• eMarketer. 2016b. US marketers to step up social video ads, particularly on Facebook. https://www.emarketer.com/Article/US-Marketers-Step-Up-Social-Video-Ads-Particularly-on-Facebook/1014283.
   Google Scholar
• Fang, Y.-H. 2014. Beyond the credibility of electronic word of mouth: Exploring eWOM adoption on social networking sites from affective and curiosity perspectives. International Journal of Electronic Commerce 18, no. 3: 67–102.
   Web of Science ®Google Scholar
• Fazio, R. H. 1986. How do attitudes guide behavior? In The Handbook of Motivation and Cognition: Foundations for Social Behavior, ed. R. M. Sorrentino and E. T. Higgins, 204–243. New York: Guilford Press.
   Google Scholar
• Fazio, R. H. 1989. On the power and functionality of attitudes: The role of attitude accessibility. In Attitude Structure and Function, ed. A. Pratkanis, S. Breckler, and A. Greenwald, 153–179. Hillsdale, NJ: Lawrence Erlbaum Associates.
   Google Scholar
• Fazio, R. H., and C. J. Williams. 1986. Attitude accessibility as a moderator of the attitude-perception and attitude-behavior relations: An investigation of the 1984 presidential elections. Journal of Personality and Social Psychology 51, September: 505–514.
   PubMed Web of Science ®Google Scholar
• Fishbein, M., and I. Ajzen. 1975. Beliefs, attitudes, intentions and behaviour: An introduction to theory and research. Reading, MA: Addition-Wesley.
   Google Scholar
• Flynn L. R., and R. E. Goldsmith. 1999. A short reliable measure of subjective knowledge. Journal of Business Research 46: 57–66.
   Web of Science ®Google Scholar
• Fournier, S. 1998. Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research 21, no. 4: 343–353.
   Web of Science ®Google Scholar
• Fournier, S., and C. Alvarez. 2012. Brands as relationship partner: Warmth, competence, and in-between. Journal of Consumer Psychology 22: 177–185.
   Web of Science ®Google Scholar
• Frenzen, J., and K. Nakamoto. 1993. Structure, cooperation, and the flow of market information. Journal of Consumer Research: 360–375.
   Web of Science ®Google Scholar
• Godes, D., and D. Mayzlin. 2004. Using online conversations to study word-of-mouth communications. Marketing Science 23, no. 4: 545–560.
   Web of Science ®Google Scholar
• Gorn, G. J. 1982. The effects of music in advertising on choice behaviour: A classical conditioning approach. Journal of Marketing 46, no. 1: 94–101.
   Web of Science ®Google Scholar
• Granovetter, M. S. 1973. The strength of weak ties. American Journal of Sociology 78, no. 6: 1360–1380.
   Web of Science ®Google Scholar
• Ha, H.-Y., and H. Perks. 2005. Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour 4, no. 6: 438–452.
   Google Scholar
• Harrison-Walker, J. L. 2001. The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research 4, no. 1: 60–75.
   Google Scholar
• Hayes, J. L. 2016. Building relationships with empowered consumers. In The New Advertising: Branding, Content, and Consumer Relationships in the Data-driven Social Media Era, ed. R. E. Brown, V. K. Jones, and M. Wang. Santa Barbara, CA: Praeger ABC-Clio.
   Google Scholar
• Hayes, J. L., and K. W. King. 2014. The social exchange of viral ads: Referral and coreferral of ads among college students. Journal of Interactive Advertising 14, no. 2: 98–109.
   Google Scholar
• Hayes, J. L., K. W. King, and A. Ramirez. 2016. Brands, friends, & viral advertising: A social exchange perspective on the ad referral processes. Journal of Interactive Marketing 36: 31–45.
   Web of Science ®Google Scholar
• Hennig, D., and B. J. Phillips. 2012. Understanding viral video mavens. Presented at the 2012 American Academy of Advertising Annual Conference, March, Myrtle Beach, SC.
   Google Scholar
• Hennig-Thurau, T., and G. Walsh. 2003. Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the internet. Interpersonal Journal of Electronic Commerce 8, no. 2: 51–72.
   Web of Science ®Google Scholar
• Herr, P. M., F. R. Kardes, and J. Kim. 1991. Effects of word-of-mouth and product-attitude information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research 17, no. 4: 454–62.
   Web of Science ®Google Scholar
• Hess, J., and J. Story. 2005. Trust-based commitment: Multidimensional consumer-brand relationships. Journal of Consumer Marketing 22, no. 6: 313–322.
   Google Scholar
• Hinde, R. A. 1995. A suggested structure for a science of relationships. Personal Relationships 2, no. 1: 1–15.
   Web of Science ®Google Scholar
• Houston, D. A., and R. H. Fazio. 1989. Biased processing as a function of attitude accessibility: Making objective judgments subjectively. Social Cognition 7, Spring: 51–66.
   Google Scholar
• Hsu, C.-L., and J. C. C. Lin. 2008. Acceptance of blog usages: The roles of technology acceptance, social influence and knowledge sharing motivation. Information and Management 45, no. 1: 65–74.
   Web of Science ®Google Scholar
• Huang, J. -H., and Chen Y.-F. 2006. Herding on online product choice. Psychology and Marketing 23: 413–428.
   Web of Science ®Google Scholar
• Irwin, J. R., and G. H. McClelland. 2003. Negative consequences of dichotomizing continuous predictor variables. Journal of Marketing Research 40, no. 3: 366–371.
   Web of Science ®Google Scholar
• Jarvenpaa, S., K. Knoll, and D. E. Leidner. 1998. Is anybody out there? Antecedents of trust in global virtual teams. Journal of Management Information Systems 14, no. 4: 29–64.
   Google Scholar
• Jeong, H.-J., and D.-M. Koo. 2015. Combined effects of valence and attributes of e-WOM on consumer judgment for message and product the moderating effect of brand community type. Internet Research 25, no. 1: 2–29.
   Web of Science ®Google Scholar
• Katz, E., and P. F. Lazarsfeld. 1955. Personal Influence: The Part Played by People in the Flow of Mass Communications. New York: The Free Press.
   Google Scholar
• Kaplan, K. J. 1972. One the ambivalence-indifferent problem in attitude theory and measurement: A suggested modification of the semantic differential technique. Psychological Bulletin 77, no. 5: 361–372.
   Web of Science ®Google Scholar
• Kaplan, A. M., and M. Haenlein. 2010. Users of the World, unite! The challenges and opportunities of social media. Business Horizons 53, no. 1: 59–68.
   Web of Science ®Google Scholar
• Keller, K. L. 1993. Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing 57, no. 1: 1–22.
   Web of Science ®Google Scholar
• Kiyonari, T., S. Tanisa, and T. Yamagishi. 2000. Social exchanges and reciprocity: Confusion or a heuristic. Evolution and Human Behavior 21: 411–427.
   PubMed Web of Science ®Google Scholar
• Kollock, P. 1994. The emergence of exchange structures: An experimental study of uncertainty, commitment, and trust. American Journal of Sociology 100, no. 2: 313–345.
   Web of Science ®Google Scholar
• Larzelere, R. E., and T. L. Huston 1980. The dyadic trust scale: Toward understanding interpersonal trust in close relationships. Journal of Marriage and the Family 42, no. 3: 595–604.
   Web of Science ®Google Scholar
• Lawler, E. J., S. R. Thye, and J. Yoon. 2000. Emotion and group cohesion in productive exchange. American Journal of Sociology 106, no. 3: 616–657.
   Web of Science ®Google Scholar
• Lee, J., C.-D. Ham, and M. Kim. 2013. Why people pass along online video advertising: From the perspective of the interpersonal communication motives scale and the theory of reasoned action. Journal of Interactive Advertising 13, no. 1: 1–13.
   Google Scholar
• Lee, M., and S. Youn. 2009. Electronic word of mouth (eWOM) how eWOM platforms influence consumer product judgement. International Journal of Advertising 28, no. 3: 473–499.
   Web of Science ®Google Scholar
• Lee, J., D. Park, and I. Han. 2008. The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications 7, no. 3: 341–352.
   Web of Science ®Google Scholar
• Lee, M., S. Rodgers, and M. Kim. 2009. Effects of valence and extremity of eWOM on attitude toward the brand and website. Journal of Current Issues & Research in Advertising 31, no. 2: 1–11.
   Web of Science ®Google Scholar
• Liu, Y. 2006. Word of mouth for movies: Its dynamics and impact on box office revenue. Journal of Marketing 70, no. 3: 74–89.
   Web of Science ®Google Scholar
• Lynch, J. G., D. Chakravarti, and A. Mitra. 1991. Contrast effects in consumer judgments: Changes in mental representations or in the anchoring of rating scales? Journal of Consumer Research 18, no. 3: 284–297.
   Web of Science ®Google Scholar
• Mangold, G. W., and D. J. Faulds. 2009. Social media: The new hybrid element of the promotion mix. Business Horizons 52, no. 4: 357–365.
   Web of Science ®Google Scholar
• Mitchell, A. A., and P. A. Dacin. 1996 The assessment of alternative measures of consumer expertise. Journal of Consumer Research 23, no. 3: 219–239.
   Web of Science ®Google Scholar
• Molm, L. D. 1990. Structure, action, and outcomes: The dynamics of power in social exchange. American Sociological Review 55, no. 3: 427–447.
   Web of Science ®Google Scholar
• Molm, L. D., N. Takahashi, and G. Peterson. 2000. Risk and trust in social exchange: An experimental test of a classical proposition. American Journal of Sociology 105, no. 5: 1396–1427.
   Web of Science ®Google Scholar
• Morgan, R. M., and S. D. Hunt. 1994. The commitment-trust theory of relationship marketing. Journal of Marketing 58, no. 3: 20–38.
   Web of Science ®Google Scholar
• Nan, X., and R. J. Faber. 2004. Advertising theory: Reconceptualising the building's blocks. Marketing Theory 4, no. 1–2: 7–30.
   Google Scholar
• Ohanian, R. 1990. Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising 19, no. 3: 39–52.
   Web of Science ®Google Scholar
• Petty, R. E., J. T. Cacioppo, and David Schumann. 1983. Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research 10, no. 2: 135–146.
   Web of Science ®Google Scholar
• Pham, M. T. 1998. Representativeness, relevance, and the use of feelings in decision making. Journal of Consumer Research 25, no. 2: 144–159.
   Web of Science ®Google Scholar
• Phelps, J. E., R. Lewis, L. Mobilo, D. Petty, and R. Niranjan. 2004. Viral marketing or electronic word-of-mouth advertising: Examining consumer responses and motivations to pass along email. Journal of Advertising Research 44, no. 4: 333–348.
   Web of Science ®Google Scholar
• Porter, L., and G. J. Golan. 2006. From subservient chickens to brawny men. Journal of Interactive Advertising 6, no. 2: 4–33.
   Google Scholar
• Putrevu, S., and K. R. Lord. 1994. Comparative and noncomparative advertising: Attitudinal effects under cognitive and affective involvement conditions. Journal of Advertising 23, no. 2: 77–91.
   Web of Science ®Google Scholar
• Ranaweera, C., and J. Prabhu. 2003. On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth. Journal of Targeting, Measurement and Analysis for marketing 12, no. 1: 82–90.
   Google Scholar
• Richins, M. L. 1983. Negative word-of-mouth by dissatisfied consumers: A pilot study. Journal of Marketing 47, no. 1: 68–78.
   Web of Science ®Google Scholar
• Rim, H., and D. Song. 2016. How negative becomes less negative: Understanding the effects of comment valence and response sidedness in social media. Journal of Communication 66: 475–495.
   Web of Science ®Google Scholar
• Rosenkrans, G. 2009. The creativeness and effectiveness of online interactive rich media advertising. Journal of Interactive Advertising 9, no. 2: 18–31.
   Google Scholar
• Rusbult, C. E., J. M. Martz, and C. B. Agnew. 1998. The investment model scale: Measuring commitment level, satisfaction level, quality of alternatives, and investment size. Personal Relationships 5, no. 4: 357–387.
   Web of Science ®Google Scholar
• Shan, Y., and K. W. King. 2015. The effects of interpersonal tie strength and subjective norms on consumers' brand-related eWOM referral intentions. Journal of Interactive Advertising 15, no. 1: 16–27.
   Google Scholar
• Simonin, B. L., and J. A. Ruth. 1998. Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research 35, no. 1: 30–42.
   Web of Science ®Google Scholar
• Skowronski, J. J., and D. E. Carlston. 1989. Negativity and extremity biases in impression formation: A review of explanations. Psychological Bulletin 105, no. 1: 131–142.
   Web of Science ®Google Scholar
• Smith, T., J. R. Coyle, E. Lightfood, and A. Scott. 2007. Reconsidering models of influence: The relationship between consumer social networks and word-of-mouth effectiveness. Journal of Advertising Research 47: 387–397.
   Web of Science ®Google Scholar
• Sohn, D. 2009. Disentangling the effects of social network density on electronic word of mouth (eWom) intention. Journal of Computer Mediated Communication 14, no. 2: 352–367.
   Web of Science ®Google Scholar
• Tang, T., E. Fang, and F. Wang. 2014. Is neutral really neutral? The effects of neutral user-generated content on product sales. Journal of Marketing 78: 41–58.
   Web of Science ®Google Scholar
• Taylor, D., D. Strutton, and K. Thompson. 2012. Self-enhancement as a motivation for sharing online advertising. Journal of Interactive Advertising 12, no. 2: 13–28.
   Google Scholar
• van Noort, G., Antheunis, M. L., and E. A. van Reijmersdal. 2012. Social connections and the persuasiveness of viral campaigns in social network sites: Persuasive intent as the underlying mechanism. Journal of Marketing Communications 18, no. 1: 39–53.
   Google Scholar
• Wasko, M. M.., and S. Faraj. 2005. Why Should i share? Examining social capital and knowledge contribution in electronic networks of practice. MIS Quarterly 29, no. 1: 35–57.
   Web of Science ®Google Scholar
• Willemsen, L. M., P. C. Neijens, G. Bronner, and J. A. de Ridder. 2011. Highly recommended!” The content characteristics and perceived usefulness of online consumer reviews. Journal of Computer-Mediated Communication 17, no. 1: 19–38.
   Web of Science ®Google Scholar
• Xue, F., and P. Zhou. 2010. The effects of product involvement and prior experience on Chinese consumers' responses to online word of mouth. Journal of International Consumer Marketing 23, no. 1: 45–58.
   Google Scholar
• Yang, J. and E. Mai. 2010. Experiential goods with network externalities effects: An empirical study of online rating system. Journal of Business Research 63, no. 9/10: 1050–1057.
   Web of Science ®Google Scholar
• Yilmaz, C. E., E. Telci, M. Bodur, and T. E. Iscioglu. 2011. Source characteristics and advertising effectiveness. International Journal of Advertising 30, no. 5: 889–914.
   Web of Science ®Google Scholar
• Zaichkowsky, J. L. 1986. Conceptualizing involvement. Journal of Advertising 15, no. 2: 4–34.
   Web of Science ®Google Scholar
• Zeng, M., and W. Reinartz. 2003. Beyond online search: The road to profitability. California Management Review 45, no. 2: 107–130.
   Web of Science ®Google Scholar
• Zhu, F., and X. Zhang. 2010. Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of Marketing 74, no. 2: 133–148.
   Web of Science ®Google Scholar