What drives electronic word-of-mouth on social networking sites? Perspectives of social capital and self-determination

Tien Wang, Ralph Keng Jung Yeh, Charlie Chen, Zorikto Tsydypov

研究成果: Article同行評審

109 引文 斯高帕斯(Scopus)

摘要

An increasing number of customers make purchase decisions according to social media referrals. Social-network-based communication is becoming a necessity for companies to stay competitive. However, using social networks to effectively promote electronic word-of-mouth (eWOM) remains challenging. Managers in general are unfamiliar with the key factors that can encourage online social network members to engage in eWOM. This study used social capital and self-determination theories to identify three social capital factors and two individual factors on eWOM. A survey of 238 social network users was conducted to determine the relative influence of these five factors on eWOM among the users. The partial least square analysis results indicate that tie strength and innovativeness directly influence eWOM in virtual social networks. Trust, shared language, and voluntary self-disclosure do not exhibit a significant influence. Theoretical and practical implications of the five factors for promoting eWOM in social networks are drawn from these findings.

原文English
頁(從 - 到)1034-1047
頁數14
期刊Telematics and Informatics
33
發行號4
DOIs
出版狀態Published - 2016 11月

All Science Journal Classification (ASJC) codes

  • 電腦網路與通信
  • 電氣與電子工程

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