The need to belong and self‐disclosure in positive word‐of‐mouth behaviours: The moderating effect of self–brand connection

Word of mouth (WOM) is an important information source for consumers. Nowadays, many consumers promote and spread the word about their preferred brands, thereby influencing others' attitudes and behaviours. Based on a social behaviour perspective and the need to belong theory, this research proposes that the individual's need to belong and the individual's level of self‐disclosure increase their probability of engaging in positive WOM behaviour....