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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dc.authorid0000-0002-7370-7504
dc.authorid0000-0003-3740-7456
dc.contributor.authorOzansoy Çadırcı, Tuğçeen_US
dc.contributor.authorSağkaya Güngör, Ayşegülen_US
dc.date.accessioned2016-03-18T08:24:15Z
dc.date.available2016-03-18T08:24:15Z
dc.date.issued2015-08-28
dc.departmentIşık Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümüen_US
dc.departmentIşık University, Faculty of Economics and Administrative Sciences, Department of Managementen_US
dc.description.abstractOnline 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 communicationen_US
dc.identifier.citationOzansoy 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.ch005en_US
dc.identifier.doi10.4018/978-1-4666-9449-1.ch005
dc.identifier.endpage102
dc.identifier.isbn9781466694507
dc.identifier.isbn1466694491
dc.identifier.isbn9781466694491
dc.identifier.scopus2-s2.0-84957967003
dc.identifier.scopusqualityN/A
dc.identifier.startpage77
dc.identifier.urihttps://hdl.handle.net/11729/771
dc.identifier.urihttp://dx.doi.org/10.4018/978-1-4666-9449-1.ch005
dc.indekslendigikaynakScopusen_US
dc.institutionauthorSağkaya Güngör, Ayşegülen_US
dc.institutionauthorid0000-0003-3740-7456
dc.language.isoenen_US
dc.peerreviewedYesen_US
dc.publicationstatusPublisheden_US
dc.publisherIGI Globalen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.sourceCapturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplaceen_US
dc.subjectGoogle AdWordsen_US
dc.subjectTwitteren_US
dc.subjectTelemarketingen_US
dc.subjectInternet marketingen_US
dc.titleElectronic word-of- mouth communication in online social networks: The motivational antecedents of electronic word-of-mouth (eWOM) engagement in online social networksen_US
dc.typeBook Chapteren_US

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