Does social climate influence positive eWOM?A study of heavy-users of online communities

  1. Carla Ruiz-Mafe 1
  2. Enrique Bigne-Alcañiz 1
  3. Silvia Sanz-Blas 1
  4. Jose Tronch 1
  1. 1 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

Journal:
Business Research Quarterly

ISSN: 2340-9444 2340-9436

Year of publication: 2018

Volume: 21

Issue: 1

Pages: 26-38

Type: Article

DOI: 10.1016/J.BRQ.2017.12.001 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Business Research Quarterly

Sustainable development goals

Abstract

This paper provides a deeper understanding of the role of social influences on positive eWOM behaviour (PeWOM) of heavy-users of online communities. Drawing on Social Interaction Utility Framework, Group Marketing and Social Learning Theories, we develop and test a research model integrating the interactions between the social climate of a website and Interpersonal Influences in PeWOM. 262 Spanish heavy-users of online communities were selected and the data analysed using partial least squares equation modelling. Overall, the model explains 59% of the variance of PeWOM on online communities. Findings reveal that interaction with other members of the online community (Social Presence) is the main predictor of PeWOM. Social Identity is a mediator between Social Presence and PeWOM. Interpersonal Influence has an important role as a moderator variable; the greater the impact of Interpersonal Influence, the stronger the relationship between Social Presence and PeWOM.

Funding information

This work was supported by the Ministry of Economy (Spain) under Grant ECO2014-53837R.

Funders

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