Building digital word-of-mouth: identity, relationship, participation and satisfaction

Abstract

Introduction: Social networks have become fundamental tools for digital marketing strategies, particularly in promoting electronic word-of-mouth, by transforming the interaction between companies and consumers. Objective: In this research, the influence of identity, relationship with the company, participation and satisfaction of consumers in social networks on the generation and effectiveness of digital word of mouth was analyzed. Methodology: To achieve this, a quantitative and correlational study was designed, and a questionnaire was administered to a sample of 296 digital consumers in the central area of Tamaulipas, Mexico. The data were then processed through a PLS-SEM analysis. Results: It was found that consumer satisfaction emerged as the most significant factor in promoting digital word-of-mouth, being positively influenced by participation and the relationship with the brand. Identity with the brand showed a direct impact on participation and business linkage. A significant finding was that participation, although crucial for satisfaction, does not directly influence recommendation. Conclusion: The results suggest the need to implement complementary strategies that strengthen the connection between consumer engagement and the generation of recommendations.