Understanding the Justice Fairness Effects on eWOM Communication in Social Media Environment

Muhammad Sohaib, Peng Hui, Umair Akram, Abdul Majeed, Zubair Akram and Muhammad Bilal
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Muhammad Sohaib: School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China
Peng Hui: School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China
Umair Akram: Guanghua School of Management, Peking University, Beijing, China
Abdul Majeed: School of International Trade and Economics, University of International Business and Economics, Beijing, China
Zubair Akram: School of Management and Economics, Beijing Institute of Technology, Beijing, China
Muhammad Bilal: School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China

International Journal of Enterprise Information Systems (IJEIS), 2019, vol. 15, issue 1, 69-84

Abstract: This article integrates the trust and justice fairness to construct a model for investigating the motivations behind customers eWOM in social media environment, specifically WeChat. Using data from the online surveys of netizens in China, the proposed model was verified and validated by using the structure equation modeling (SEM) technique. The outcomes reveal that customer trust appear to be mostly driven by interactional fairness, which in turn effects satisfaction. Procedural fairness and interactional fairness impacts considerably positive on satisfaction. Trust and satisfaction have a direct positive effect on the eWOM. However, trust has indirect influence on eWOM through the satisfaction. Discussions provide the useful implications for managers and future directions.

Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jeis00:v:15:y:2019:i:1:p:69-84

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