Effects of Sociodemographic Variables on Electronic Word of Mouth: Evidence from Emerging Economies

Dušan Mladenović (), Visar Rrustemi, Sebastian Martin, Prateek Kalia and Rahul Chawdhary
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Dušan Mladenović: Department of Corporate Economy; Faculty of Economics and Administration; Masaryk University
Visar Rrustemi: Faculty of Economics; University of Prishtina
Sebastian Martin: School of Medical Engineering and Applied Social Sciences; University of Applied Sciences Upper Austria
Rahul Chawdhary: Department of Strategy, Marketing and Innovation; Faculty of Business and Social Sciences; Kingston Business School

MUNI ECON Working Papers from Masaryk University

Abstract: Electronic Word of Mouth (eWOM) engagement on social networking sites (SNSs) is influenced by social relationship factors and this influence is assumed to be consistent. This study investigates the effects of social relationship variables in the context of emerging economies. It also observes the mediating role of social relationship variables in the relationship between conformity and eWOM. We hypothesized a moderating role of age, gender, and country of residence. The results revealed that social ties, trust, and interpersonal influence exert consistent impact and that conformity exerts positive indirect influence on eWOM engagement via social ties, trust, social capital, and interpersonal influence. It was found that age, gender moderate the observed relationship, while country plays no moderating role. The theoretical and practical implications of these findings are discussed.

Keywords: eWOM; social relationship variables; conformity; age; gender; emerging economies (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Pages: 37 pages
Date: 2022-01, Revised 2023-02
Note: License: CC BY 4.0
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Persistent link: https://EconPapers.repec.org/RePEc:mub:wpaper:2022-02

DOI: 10.5817/WP_MUNI_ECON_2022-02

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