| Title |
Nexus of Electronic Word-Of-Mouth to Social Networking Sites: A Sustainable Chatter of New Digital Social Media |
| ID_Doc |
75517 |
| Authors |
Hossain, MA; Jahan, N; Fang, YT; Hoque, S; Hossain, MS |
| Title |
Nexus of Electronic Word-Of-Mouth to Social Networking Sites: A Sustainable Chatter of New Digital Social Media |
| Year |
2019 |
| Published |
Sustainability, 11, 3 |
| DOI |
10.3390/su11030759 |
| Abstract |
The purpose of this study was to examine how electronic word-of-mouth (eWOM) communication of Facebook is influenced by social exchanges, social capital, and service quality dimensions. The online survey was conducted with a pre-tested and self-administered questionnaire, and a structural equation model was used to examine the hypothetical relationships. The results of the structural model provide insights into four key antecedents for the effective use of eWOM communication from a social capital and exchange perspective. In particular, reciprocity, tie strength, trust, and interaction service quality significantly and positively influence eWOM communication, demonstrating that social media users engage in online communication when they have a positive perception toward these psychological dimensions. The comprehensive study offers an extended theoretical perspective on eWOM literature for emerging market context and clearly examines the influencing factors of eWOM that remain to be addressed in this context. Since eWOM is widely used in social media to promote viral marketing through its powerful connection and interpersonal relationship-building capabilities, the results of the study have important implications for the practitioners with respect to sustainable advertising and business strategies. |
| Author Keywords |
electronic word-of-mouth; social capital; social exchange; service quality theory |
| Index Keywords |
Index Keywords |
| Document Type |
Other |
| Open Access |
Open Access |
| Source |
Science Citation Index Expanded (SCI-EXPANDED); Social Science Citation Index (SSCI) |
| EID |
WOS:000458929500204 |
| WoS Category |
Green & Sustainable Science & Technology; Environmental Sciences; Environmental Studies |
| Research Area |
Science & Technology - Other Topics; Environmental Sciences & Ecology |
| PDF |
https://www.mdpi.com/2071-1050/11/3/759/pdf?version=1549017751
|