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https://hdl.handle.net/10316/89005
Title: | Drivers of in‐group and out‐of‐group electronic word‐of‐mouth (eWOM) | Authors: | Abrantes, José Luís Seabra, Cláudia Lages, Cristiana Raquel Jayawardhena, Chanaka |
Keywords: | Internet; Word-of-mouth; Social network theory; Uses and gratification theory; Communication; Portugal; Consumer behaviour; Marketing strategy | Issue Date: | 19-Jul-2013 | Publisher: | Emerald | metadata.degois.publication.title: | European Journal of Marketing | metadata.degois.publication.volume: | 47 | metadata.degois.publication.issue: | 7 | Abstract: | Purpose – The purpose of this study is to address a recent call for additional research on electronic word-of-mouth (eWOM). In response to this call, this study draws on the social network paradigm and the uses and gratification theory (UGT) to propose and empirically test a conceptual framework of key drivers of two types of eWOM, namely in-group and out-of-group. Design/methodology/approach – The proposed model, which examines the impact of usage motivations on eWOM in-group and eWOM out-of-group, is tested in a sample of 302 internet users in Portugal. Findings – Results from the survey show that the different drivers (i.e. mood-enhancement, escapism, experiential learning and social interaction) vary in terms of their impact on the two different types of eWOM. Surprisingly, while results show a positive relationship between experiential learning and eWOM out-of-group, no relationship is found between experiential learning and eWOM in-group. Research limitations/implications – This is the first study investigating the drivers of both eWOM in-group and eWOM out-of-group. Additional research in this area will contribute to the development of a general theory of eWOM. Practical implications – By understanding the drivers of different eWOM types, this study provides guidance to marketing managers on how to allocate resources more efficiently in order to achieve the company’s strategic objectives. Originality/value – No published study has investigated the determinants of these two types of eWOM. This is the first study offering empirical considerations of how the various drivers differentially impact eWOM in-group and eWOM out-of-group. | URI: | https://hdl.handle.net/10316/89005 | ISSN: | 0309-0566 | DOI: | 10.1108/03090561311324219 | Rights: | openAccess |
Appears in Collections: | I&D CEGOT - Artigos em Revistas Internacionais |
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Drivers of in group.pdf | 249.73 kB | Adobe PDF | View/Open |
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