Due to developments in social media, brands have integrated social networking sites (SNSs) as an important part of their communication mix. This change calls for studies that help to understand the role of SNS in the communication mix through further investigating their effects on brands and acknowledging their influencing triggers. Concerning that, previous studies have associated the use of SNS to effects on word-of-mouth (WoM), with SNS contributing as a tool skilled for generating conversations about the brand. The current study focusses on investigating the triggers of these effects. In previous research, WoM was accepted as being triggered by constructs related to the effects of SNS on increasing users’ knowledge of the brand and improving perceived relationship value. Despite their relevance, studies in SNS so far have not yet explored these approaches in an integrative manner. So researchers and managers could better understand how these dimensions behave in relation to each other in triggering WoM. The current study addresses this research gap, proposing an integrative perspective that combines brand knowledge and brand relationship constructs while investigating the effects of SNS on WoM. Direct and indirect effects are proposed with mediating relations being supported by the theory of reasoned action (TRA) and social exchange theory (SET). Two surveys were implemented, with 203 and 550 valid responses obtained. Results were analyzed using structural equation modelling. Findings support the relevance of brand relationship variables (trust and affective commitment) in influencing WoM, with trust assuming a pivotal role. Moreover, triggers related to brand knowledge also influence WoM, with brand awareness and attitude driving significant effects. Managerial and theoretical implications are discussed.

中文翻译：

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用户参与Facebook品牌页面及其对口碑的影响：品牌知识和品牌关系的作用

由于社交媒体的发展，品牌已将集成社交网站（SNS）作为其传播组合的重要组成部分。这种变化要求进行研究，以通过进一步调查SNS对品牌的影响并确认其影响触发因素来帮助理解SNS在沟通组合中的作用。有鉴于此，先前的研究已经将SNS的使用与对口碑（WoM）的影响相关联，而SNS则作为熟练的工具来引发有关品牌的对话。当前的研究集中在调查这些影响的触发因素。在先前的研究中，WoM被认为是由与SNS对增加用户对品牌的了解以及改善感知的关系价值的影响有关的构造触发的。尽管相关，迄今为止，SNS的研究尚未以综合方式探索这些方法。因此，研究人员和管理人员可以更好地了解这些维度在触发WoM时如何相互影响。当前的研究解决了这一研究空白，提出了一个整合视角，该视角将品牌知识和品牌关系构建相结合，同时研究了SNS对WoM的影响。提出了直接和间接作用，并在理性行动理论（TRA）和社会交换理论（SET）的支持下建立了中介关系。实施了两次调查，获得了203和550个有效回复。使用结构方程模型分析结果。调查结果支持品牌关系变量（信任和情感承诺）在影响WoM中的相关性，而信任则起着举足轻重的作用。而且，与品牌知识相关的触发因素也影响WoM，品牌意识和态度会产生重大影响。管理和理论意义进行了讨论。