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Analysis of institutional authors

Romero De La Fuente, JaimeAuthorRuiz Equihua, DanielAuthor
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Be a part of it: promoting WOM, eWOM, and content creation through customer identification

Publicated to:Spanish Journal of Marketing - ESIC. 24 (1): 55-71 - 2020-04-15 24(1), DOI: 10.1108/SJME-11-2019-0092

Authors: Romero de la Fuente, Jaime; Ruiz Equihua, Daniel

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Abstract

Purpose – Customer identification leads to behaviors that are beneficial for firms. This paper aims to analyze the effect of firm identification and community identification on content creation, which indirectly may affect offline word of mouth and online word of mouth. Design/methodology/approach – This paper proposes a research model that is tested using data from 491 users of online travel agencies. To do so, partial least squares method is used. Findings – The results show a positive relationship between firm identification and community identification. Moreover, both variables exert a positive effect on content creation. Furthermore, content creation positively influences offline and online word of mouth. This influence is moderated by selfenhancement in the case of online word of mouth. Practical implications – Firm managers must enhance customer identification, as it can turn in behaviors that are beneficial for the company. Moreover, firms that own online communities must apply segmentation strategies based on identification and self-enhancement to encourage positive behaviors from customers. Originality/value – This research tests the relationship between firm identification and community identification. Additionally, this study jointly analyzes the impact of these variables on several beneficial behaviors

Keywords
Community identificationEwomFirm identificationSelf-enhancementUser generated contentWom

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

The work has been published in the journal Spanish Journal of Marketing - ESIC due to its progression and the good impact it has achieved in recent years, according to the agency Scopus (SJR), it has become a reference in its field. In the year of publication of the work, 2020, it was in position , thus managing to position itself as a Q2 (Segundo Cuartil), in the category Marketing.

From a relative perspective, and based on the normalized impact indicator calculated from World Citations from Scopus Elsevier, it yields a value for the Field-Weighted Citation Impact from the Scopus agency: 1.01, which indicates that, compared to works in the same discipline and in the same year of publication, it ranks as a work cited above average. (source consulted: ESI Nov 14, 2024)

This information is reinforced by other indicators of the same type, which, although dynamic over time and dependent on the set of average global citations at the time of their calculation, consistently position the work at some point among the top 50% most cited in its field:

  • Normalized Impact calculated by Dialnet Metrics: 11.11 (source consulted: Dialnet Metrics Dec 2023)

Specifically, and according to different indexing agencies, this work has accumulated citations as of 2025-05-18, the following number of citations:

  • Scopus: 21
  • Google Scholar: 43
  • OpenCitations: 16
Impact and social visibility

From the perspective of influence or social adoption, and based on metrics associated with mentions and interactions provided by agencies specializing in calculating the so-called "Alternative or Social Metrics," we can highlight as of 2025-05-18:

  • The use, from an academic perspective evidenced by the Altmetric agency indicator referring to aggregations made by the personal bibliographic manager Mendeley, gives us a total of: 160.
  • The use of this contribution in bookmarks, code forks, additions to favorite lists for recurrent reading, as well as general views, indicates that someone is using the publication as a basis for their current work. This may be a notable indicator of future more formal and academic citations. This claim is supported by the result of the "Capture" indicator, which yields a total of: 159 (PlumX).

With a more dissemination-oriented intent and targeting more general audiences, we can observe other more global scores such as:

  • The Total Score from Altmetric: 3.95.
  • The number of mentions on the social network X (formerly Twitter): 7 (Altmetric).

It is essential to present evidence supporting full alignment with institutional principles and guidelines on Open Science and the Conservation and Dissemination of Intellectual Heritage. A clear example of this is:

  • The work has been submitted to a journal whose editorial policy allows open Open Access publication.
  • Additionally, the work has been submitted to a journal classified as Diamond in relation to this type of editorial policy.
  • Assignment of a Handle/URN as an identifier within the deposit in the Institutional Repository: https://repositorio.uam.es/handle/10486/693181
Leadership analysis of institutional authors

There is a significant leadership presence as some of the institution’s authors appear as the first or last signer, detailed as follows: First Author (ROMERO DE LA FUENTE, JAIME) and Last Author (RUIZ EQUIHUA, DANIEL).