... dimensions of social currency for Indian users. Social media Word-of-mouth Utility Online communities Social currency Customer can develop a sense of identity for them on the eWoM platform, which can benefit the firms in a way that the customer tries to identify with a particular brand...

...Anitha Acharya Purpose The purpose of this paper is to check for the effects of brand familiarity, customer brand engagement and self-identification on word-of-mouth (WOM) communication. Design/methodology/approach A systematic review of the literature regarding brand familiarity and customer...