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How does Online Engagement Facilitate Social Word-of-Mouth?

Prior studies pointed out the importance of online engagement to word-of-mouth communication in social media (i.e., sWOM). Yet, the underlining mechanisms of this impact rarely has been examined. Drawing on the regulatory engagement theory, this study suggests that online brand engagement can facilitate sWOM communication through two mechanisms: the value intensifying effect and the activity experience effect. A model with three hypotheses are formulated to specify the relationships among online brand engagement, perceived value of WOM communication, and sWOM communication. Future plans for data collection and analysis are also described to conclude this paper.