 Attachment styles and electronic word of mouth (e-WOM) adoption on social networking sitesMin-Sook Park, Jong-Kuk Shin and Yong Ju Journal of Business Research, 2019, vol. 99, issue C, 398-404 Abstract: It becomes more and more important for marketers to understand why individuals adopt electronic word-of-mouth (e-WOM) on social networking sites. This paper aims to understand the social networking sites users e-WOM adoption based on the attachment theory. Attachment avoidance, attachment anxiety, and their interaction effects are tested to understand the direct effect on e-WOM adoption. Moreover, the mediating effect of self-surveillance and social surveillance between attachment styles and e-WOM adoption has also evaluated. The results indicated that attachment avoidance has an adverse effect on e-WOM adoption; attachment anxiety and the interactive effect have a positive effect on e-WOM adoption. Self-surveillance and social surveillance have a mediating effect between two attachment dimensions (avoidance and anxiety) and e-WOM adoption, and the interaction of anxiety and avoidance mediated by social surveillance. Keywords: Attachment theory; e-WOM adoption; Social surveillance; Self-surveillance; Attachment avoidance; Attachment anxiety (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:99:y:2019:i:c:p:398-404 DOI: 10.1016/j.jbusres.2017.09.020 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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