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Do online gossipers promote brands?

Shintaro Okazaki1, Natalia Rubio, Sara Campo

  • 1Department of Finance and Marketing Research, College of Economics and Business Administration, Universidad Autónoma de Madrid, Madrid, Spain. shintaro.okazaki@uam.es

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Online gossip on social networking sites (SNSs) increases perceived value and encourages electronic word-of-mouth (eWOM) for high-involvement products, especially within large networks. This behavior is less influenced by network size for low-involvement products.

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Area of Science:

  • Consumer Behavior
  • Social Media Marketing
  • Electronic Word-of-Mouth (eWOM)

Background:

  • Online gossip on social networking sites (SNSs) is a prevalent form of small talk.
  • Its influence on consumer behavior, particularly electronic word-of-mouth (eWOM), remains underexplored.
  • Understanding the drivers of online gossip and its impact on information dissemination is crucial.

Purpose of the Study:

  • To investigate the relationship between online gossip propensity and perceived information, entertainment, and friendship value.
  • To examine how online gossip influences willingness to spread information about high-involvement products via eWOM.
  • To explore the moderating effects of social tie strength and network size on online gossip and eWOM.

Main Methods:

  • An experimental survey using a scenario method was conducted with 818 general consumers.
  • Multivariate Analysis of Variance (MANOVA) and ANOVAs were employed to analyze the data.
  • The study compared the behavior of online gossipers and non-gossipers across different product involvement levels and network conditions.

Main Results:

  • Propensity to gossip online positively correlates with information, entertainment, and friendship value.
  • Online gossipers showed a greater willingness to engage in eWOM for high-involvement products compared to non-gossipers.
  • This eWOM tendency was amplified in large networks, but this effect diminished for low-involvement products.

Conclusions:

  • Online gossip significantly enhances the perceived value of SNS interactions and drives eWOM participation.
  • The motivation for eWOM through online gossip is linked to seeking prestige, especially for high-involvement products.
  • Network size plays a critical role in amplifying online gossip's impact on eWOM for high-involvement products.