EconPapers    
Economics at your fingertips  
 

Modelling the Influence of eWOM on Loyalty Behaviour in Social Network Sites

Ángel F. Villarejo-Ramos (), Manuel J. Sánchez-Franco (), Elisa M. García-Vacas () and Antonio Navarro-García ()
Additional contact information
Ángel F. Villarejo-Ramos: University of Seville
Manuel J. Sánchez-Franco: University of Seville
Elisa M. García-Vacas: University of Seville
Antonio Navarro-García: University of Seville

Chapter Chapter 2 in Strategies in E-Business, 2014, pp 11-28 from Springer

Abstract: Abstract Social network sites (SNS) have become part of the daily reality of Internet users in recent years. Firms have recognised the importance of electronic recommendation (eWOM: electronic word-of-mouth) and its influence on consumer decisions. They use SNS as a two-way communication with their current and potential customers. In this context, this chapter means to establish a modelling of causal relations analysing the effect of eWOM communication on the affective commitment developed by SNS users and its effect on the behaviour of loyalty. In this model proposed, the online reputation, the consumer’s satisfaction and the user’s social involvement in SNS are considered as antecedents. The model’s central variable proposed is eWOM communication. This is an efficient means of capturing and retaining customers, as it presents a high level of credibility to developing long-term value relationships as relational marketing suggests. The model proposed, the justification of the relationships and the measurement scales aim to understand, explain and predict how eWOM communication influences loyalty behaviour in users’ SNS.

Keywords: Customer Satisfaction; Social Network Site; Online Community; Affective Commitment; Corporate Reputation (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-1-4614-8184-3_2

Ordering information: This item can be ordered from
http://www.springer.com/9781461481843

DOI: 10.1007/978-1-4614-8184-3_2

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().

 
Page updated 2025-03-23
Handle: RePEc:spr:sprchp:978-1-4614-8184-3_2