Impact of Social Exchange & Social Identification Variables on Electronic Word of Mouth : Mediating Role of Customer Commitment

Abstract

To increase the understanding of the customer engagement with the brand, this study examine the social exchange and social identification marketing variables. Consequently this study develops and test the model that emulates the widespread view of view of social exchange (Brand trust, Brand satisfaction) and social identification (Customer brand identification) variables and their impact on electronic word of mouth generation via customer commitment. The data was collected through online based survey questionnaire from 247 respondents, who used social networking sites (mainly Facebook) in context of apparel brands in Pakistan. Multiple regression was applied to test and interpret the hypothesized relationships. Results demonstrates that brand trust, brand satisfaction, customer brand identification and customer commitment has a positive influence on electronic word of mouth generation. Customer commitment mediates the relationship between the independent variables (brand trust, brand satisfaction and customer brand identification) and electronic word of mouth generation.