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  • İktisadi ve İdari Bilimler Fakültesi / Faculty of Economics and Administrative Sciences
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Electronic word-of- mouth communication in online social networks: The motivational antecedents of electronic word-of-mouth (eWOM) engagement in online social networks

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Date

2015-08-28

Author

Ozansoy Çadırcı, Tuğçe
Sağkaya Güngör, Ayşegül

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Citation

Ozansoy Çadırcı,T., & Sağkaya Güngör, A. (2015). Electronic word-of- mouth communication in online social networks: The motivational antecedents of electronic word-of-mouth (eWOM) engagement in online social networks, 77-102. doi:10.4018/978-1-4666-9449-1.ch005

Abstract

Online social networks (oSNS) enable users to construct strong relationships with friends, family, as well as strangers. They also enable users to share information concerning experiences and opinions about products, brands and companies via electronic word of mouth (eWOM). The unique nature of oSNS-eWOM relationship forms the basis of this research. The authors report the results of a research investigating six motivational factors for engaging in eWOM communication, investigated under three dimensions; producing, consuming and forwarding of content on oSNSs. Results reveal that eWOM production behavior on oSNS is mainly motivated by altruism, self enhancement, electronic social interaction and exhibitionism. The motivating factors of eWOM forwarding behavior showed up as electronic social interaction and exhibitionism, whereas the motivating factors for eWOM consumption behavior are altruism, electronic social interaction and need for intellectual engagement. Aversion of cognitive activities appeared to have a negative effect on consumption of eWOM communication

Source

Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace

URI

https://hdl.handle.net/11729/771
http://dx.doi.org/10.4018/978-1-4666-9449-1.ch005

Collections

  • İİBF - Kitap / Kitap Bölümü koleksiyonu | İşletme Bölümü / Department of Management [13]
  • Scopus İndeksli Diğer Yayınlar Koleksiyonu [59]



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