Nexus of Electronic Word-Of-Mouth to Social Networking Sites: A Sustainable Chatter of New Digital Social Media

Md. Alamgir Hossain, Nusrat Jahan, Yuantao Fang, Saiful Hoque and Md. Shakhawat Hossain
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Md. Alamgir Hossain: Department of Management, Hajee Mohammad Danesh Science and Technology University, Dinajpur-5200, Bangladesh
Nusrat Jahan: Department of Business Administration, Chonbuk National University, Jeonju 54896, Korea
Yuantao Fang: Department of International Trade, Chonbuk National University, Jeonju 54896, Korea
Saiful Hoque: School of Media and Communication, Korea University, Seoul 02841, Korea
Md. Shakhawat Hossain: School of Economics and Management, Shanghai Maritime University, Shanghai 1550, China

Sustainability, 2019, vol. 11, issue 3, 1-14

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.

Keywords: electronic word-of-mouth; social capital; social exchange; service quality theory (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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