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Visual Electronic Word-of-Mouth & Brand Experience: An Explorative Investigation of Consumer-Driven Brand Experiences in Digital Settings

Pyne, Yannick LU and Inderbiethen, Linette LU (2015) BUSN39 20151
Department of Business Administration
Abstract
Thesis Purpose: The purpose of this research was to understand how visual electronic word-of-mouth (visual eWOM) creates brand experiences. Thereby, the researchers explored how and which of the underlying dimensions of the brand experience concept are addressed in this particular digital setting. In addition, the researchers intended to show that brand experiences can be created decentralized from the brands via intermediate layers.

Methodology: Following an ontological paradigm described as social constructionist and an epistemological position described as interpretivist pointed towards a qualitative research direction. In addition, the researchers followed an abductive approach in order to relate theory to research. Thus, the... (More)
Thesis Purpose: The purpose of this research was to understand how visual electronic word-of-mouth (visual eWOM) creates brand experiences. Thereby, the researchers explored how and which of the underlying dimensions of the brand experience concept are addressed in this particular digital setting. In addition, the researchers intended to show that brand experiences can be created decentralized from the brands via intermediate layers.

Methodology: Following an ontological paradigm described as social constructionist and an epistemological position described as interpretivist pointed towards a qualitative research direction. In addition, the researchers followed an abductive approach in order to relate theory to research. Thus, the researchers accepted that there were predefined categories prior to data collection that were derived from theory. Further, the researchers made use of grounded theory, serving as a framework to guide their data collection and analysis.

Theoretical Perspective: The researchers used well-established word-of-mouth as well as electronic word-of-mouth theories to conceptualize visual eWOM. Furthermore, the thesis built upon homophily theory and source credibility theory to understand how visual eWOM creates brand experiences. The primary theoretical foundation however was experience theory as well as the brand experience concept of Schmitt (1999) and Brakus et al. (2009).

Empirical Data: The researchers conducted three focus groups, two with five participants and one with four participants, as their main research method, and used a virtual observation of YouTube comments as a second method. Thus, the researchers applied a multiple method choice with a multi-method qualitative procedure. Furthermore, the researchers made use of methodological between-method triangulation in order to enhance the confidence and triangulate the findings.

Conclusion: The thesis provided overwhelming evidence that visual eWOM is capable of creating holistic brand experiences for consumers on the sensory, affective, intellectual, behavioral and relational brand experience dimensions. The researchers were able to demonstrate the changed meaning of the construct as well as its dimensions in visual eWOM. In addition, the researchers found four sources of brand experience in visual eWOM: Recall and remembering of previous brand experiences, other brand-related stimuli, brand community and, acting as the main source for brand experiences, the blogger. Thereby, the researchers uncovered that brand experiences are no longer only reliant on the brand, but can also be created decentralized and consumer-driven. (Less)
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author
Pyne, Yannick LU and Inderbiethen, Linette LU
supervisor
organization
course
BUSN39 20151
year
type
H1 - Master's Degree (One Year)
subject
keywords
Visual Electronic Word-of-Mouth (visual eWOM), Brand Experience, Source Credibility, Homophily, Consumer Power, Blogger, Brand Management
language
English
id
5472560
date added to LUP
2015-06-16 14:06:28
date last changed
2015-06-18 14:04:26
@misc{5472560,
  abstract     = {Thesis Purpose: The purpose of this research was to understand how visual electronic word-of-mouth (visual eWOM) creates brand experiences. Thereby, the researchers explored how and which of the underlying dimensions of the brand experience concept are addressed in this particular digital setting. In addition, the researchers intended to show that brand experiences can be created decentralized from the brands via intermediate layers.

Methodology: Following an ontological paradigm described as social constructionist and an epistemological position described as interpretivist pointed towards a qualitative research direction. In addition, the researchers followed an abductive approach in order to relate theory to research. Thus, the researchers accepted that there were predefined categories prior to data collection that were derived from theory. Further, the researchers made use of grounded theory, serving as a framework to guide their data collection and analysis.

Theoretical Perspective: The researchers used well-established word-of-mouth as well as electronic word-of-mouth theories to conceptualize visual eWOM. Furthermore, the thesis built upon homophily theory and source credibility theory to understand how visual eWOM creates brand experiences. The primary theoretical foundation however was experience theory as well as the brand experience concept of Schmitt (1999) and Brakus et al. (2009).

Empirical Data: The researchers conducted three focus groups, two with five participants and one with four participants, as their main research method, and used a virtual observation of YouTube comments as a second method. Thus, the researchers applied a multiple method choice with a multi-method qualitative procedure. Furthermore, the researchers made use of methodological between-method triangulation in order to enhance the confidence and triangulate the findings.

Conclusion: The thesis provided overwhelming evidence that visual eWOM is capable of creating holistic brand experiences for consumers on the sensory, affective, intellectual, behavioral and relational brand experience dimensions. The researchers were able to demonstrate the changed meaning of the construct as well as its dimensions in visual eWOM. In addition, the researchers found four sources of brand experience in visual eWOM: Recall and remembering of previous brand experiences, other brand-related stimuli, brand community and, acting as the main source for brand experiences, the blogger. Thereby, the researchers uncovered that brand experiences are no longer only reliant on the brand, but can also be created decentralized and consumer-driven.},
  author       = {Pyne, Yannick and Inderbiethen, Linette},
  keyword      = {Visual Electronic Word-of-Mouth (visual eWOM),Brand Experience,Source Credibility,Homophily,Consumer Power,Blogger,Brand Management},
  language     = {eng},
  note         = {Student Paper},
  title        = {Visual Electronic Word-of-Mouth & Brand Experience: An Explorative Investigation of Consumer-Driven Brand Experiences in Digital Settings},
  year         = {2015},
}