Electronic word-of- mouth communication in online social networks: The motivational antecedents of electronic word-of-mouth (eWOM) engagement in online social networks
Yükleniyor...
Dosyalar
Tarih
2015-08-28
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
IGI Global
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
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
Açıklama
Anahtar Kelimeler
Google AdWords, Twitter, Telemarketing, Internet marketing
Kaynak
WoS Q Değeri
Scopus Q Değeri
N/A
Cilt
Sayı
Künye
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
