The determinants of online word of mouth in brand communities on Facebook.

Summary To find out about products, consumers are increasingly going to brand pages on Facebook. These users create word of mouth within these brand communities on this social network. The objective of this paper is to propose an analysis of the determinants of word of mouth within brand communities on Facebook. The main determinants of word of mouth that we present in this paper are brand commitment, identification with the brand community and general willingness to share.