Electronic Word-of-Mouth in Social Networking Sites: A Cross-Cultural Study of the United States and China

ABSTRACT

Understanding electronic word-of-mouth (eWOM) in social networking sites (SNSs) is crucial as consumers have potential to reach global audiences quickly and easily. This article presents the first cross-cultural study on eWOM in SNSs by examining social relationship variables between the United States and China. Specifically, social capital, tie strength, trust, and interpersonal influence were examined as potential predictors of eWOM communication in the emerging online social channels. The results suggest that national culture plays a significant factor that affects consumers’ engagement in eWOM in SNSs in the two countries. Theoretical and managerial implications for global Internet marketers were presented and discussed.     

eWOM across channels: comparing the impact of self-enhancement,positivity bias and vengeance on Facebook and Twitter

Abstract

When sharing personal details, versus talking about others, consumers tend to accentuate the positive experiences they have with brands in order to self-enhance amongst friends. Consumers also take vengeance on brands in public venues. Turning to social network sites (SNSs), it is unclear which is dominant. Here historical Facebook and Twitter eWOM (n = 47,907) is analyzed for a static group of 783 active US consumers. Self-enhancement is found on both SNSs. The majority of eWOM is positive Vengeance was rare, occurring only in 10.3% of all eWOM. eWOM appears to mirror a consumer's non-eWOM sentiment valence across SNSs. In this cross-platform comparison we suggest that SNS affordances alter eWOM creation Facebook has privacy expectations and limits direct brand interactions. Twitter is a public platform with less privacy expectations and a larger customer service component. Here eWOM is more prevalent on Twitter but contrary to our expectations is more positive.     

How differences in eWOM platforms impact consumers’ perceptions and decision-making

ABSTRACT

This article aims to examine the effects of different features of various eWOM (electronic word-of-mouth) platforms on consumers’ perceived credibility of eWOM regarding the product-related risks. Based on the stimuli–organism–response (S–O–R) theory, this study establishes a model to explore the relationships among eWOM platforms, tie strength, social cues, and perceived eWOM credibility. A mixed design of 2 (eWOM platforms) × 2 (product-related risks) conditions experiment and a survey method is applied to verify the model. The results show that tie strength between eWOM publishers and recipients positively influences the perceived eWOM credibility. The volume of social cues in eWOM platforms positively influences the perceived credibility of a female, while the opposite is true for a male. Both tie strength and volume of social cues in social media are greater than those in e-commerce websites. For products with low risks, eWOM in e-commerce websites is perceived to be more credible. Findings implicate that interactive functions should be added to the product comment area to enhance communications between the reviewers and potential consumers. Findings also encourage the cooperation between e-commerce websites and social media and suggest that managers should develop proper strategies in different situations.     

On electronic word-of-mouth diffusion in social networks: curiosity and influence

The rapid proliferation of social networking sites (SNSs) provides marketers with ample opportunities to explore advertising strategies based on electronic word-of-mouth (eWOM). With that in mind, this study aims to understand the influence of the eWOM diffusion process on SNSs. We propose a theoretical framework to investigate the roles of curiosity and influence in SNS users’ decisions to adopt eWOM and to pass it along to their contact groups. Two forms of curiosity, specific and diversive, are proposed to initiate specific exploration (consistency checking and knowledge-based validation) and diversive exploration (referral visit behavior), and eventually, adoption and pass-along behavior. In addition, SNS influence, formed by maven, persuasiveness, and connectivity, is proposed as a moderator affecting information diffusion. The proposed framework is empirically validated using the data collected from online surveys of 590 Facebook users. Implications for theory and practice are also discussed.     

What drives content creation behavior on SNSs? A commitment perspective

We investigate the mind-sets driving users' content creation behavior on social network sites (SNSs) and antecedents of these mind-sets. The results of our survey of 1242 Renren users in China indicated that affective and continuance commitments are the main drivers of users' content creation behaviors on SNSs, while normative commitment has little influence on content creation behaviors. Further, informational support and emotional support from the social support perspective, reputational capital and relational capital from the sunk cost theory, subjective norm and perceived critical mass from the social influence perspective perform well as antecedents of affective, continuance, and normative commitment, respectively.     

Drivers of eWOM engagement on social media for luxury consumers: Analysis,implications, and future research directions

The rapid industrialization and growth across the world have fostered the consumption of luxury fashion brands. Electronic word-of- mouth on social media (eWOM) is fast becoming an effective and germane strategy to engage luxury consumers through posting pictures, sharing reviews, and communicating information on platforms like Facebook, Instagram, and TikTok. Extant research has not examined the antecedents and drivers that lead to eWOM behavior. We leverage self-congruity theory and through its focal lens, our study addresses this research gap through a survey conducted with 453 consumers in Mexico, Latin America's fastest growing market. Our results indicate that need for status, susceptibility to normative influence, and luxury brand involvement, moderated by authentic pride and social media influencers lead to eWOM behavior on social media. We also demonstrate that luxury brand involvement and susceptibility to normative influence mediate the relationship between need for status and eWOM behavior on social media. The study provides important implications to managers and researchers by suggesting long-term actionable strategies for growth that can help luxury firms develop a sustainable competitive advantage over rivals and competitors.     

The characteristics and business impact of children’s electronic word of mouth in marketing communications

Abstract

Leading digital technology companies have shown a strong interest in enabling children to send electronic word of mouth (eWOM). Recasting children from passive to active participants in marketing communications, this shift expands children’s marketing practices from how companies influence children via traditional marketing communications, to how children influence companies’ marketing practices through eWOM. We apply the value-capacity-vulnerability framework for children’s expressive rights to the context of children’s eWOM. Using a dataset of Amazon customer reviews written by children under the age of 13, we examine the characteristics and business impact of children’s eWOM. We find that the volume and variance of children’s eWOM are smaller than that of adults’. Children’s eWOM increase the overall diversity of opinions. Although receivers perceive children’s eWOM as less helpful, children’s eWOM valence (i.e. average rating) correlates with that of adults’. Children’s eWOM volume has a product-category-dependent association with product sales: positively in children’s product categories, while negatively in general categories. Children’s eWOM valence and variance are positively associated with product sales in both product categories. Receivers are less likely to criticize children’s eWOM compared to that of adults’, suggesting an underlying protective behaviour towards children among eWOM receivers. These results show that children have the capacity to engage in eWOM of social and business value, with receivers typically mindful of children’s vulnerability in social interactions.     

When eWOM becomes cynical

Nowadays, it is common practice for corporations to communicate with consumers through social network sites (SNSs), such as YouTube, which allow consumers to share and comment on companies’ sponsored videos communicating their marketing campaigns. The authors conducted a qualitative assessment of posts written on the official YouTube site of Coca Cola, where the brand asks consumers to join in a brigade against obesity. Results extend the current knowledge about consumers’ negative electronic word of mouth (eWOM), identifying three forms of cynical consumer communication styles in response to corporate campaigns on SNSs: skeptical, passive‐aggressive and warrior eWOM. Managerial implications, limitations and some avenues for future research are indicated.     

在线品牌社群成员关系如何促进品牌忠诚——基于强弱连带整合的视角

文章从强弱连带整合的视角,探讨在线品牌社群成员强关系和弱关系数量对品牌忠诚的促进机制。借鉴社会资源理论的研究框架,基于品牌社群相关理论,本文提出了研究假设,并采用偏最小二乘法进行实证检验。结果显示：弱关系数量不会增强品牌社群信息价值和社群社交价值;强关系数量则对两种社群价值都有促进作用;品牌社群信息价值只能促进持续性社群承诺,而品牌社群社交价值会促进持续性社群承诺、情感性社群承诺和规范性社群承诺;情感性社群承诺和持续性社群承诺都会促进品牌忠诚,规范性社群承诺则不能。研究结论从连带强度的视角丰富了品牌社群理论,同时对在线品牌社群建设具有指导意义。     

An FsQCA Investigation of eWOM and Social Influence on Product Adoption Intention

Abstract

Following the causal complexity theory, fsQCA has emerged as an advanced methodology in examining hypotheses and creating new theories in social science. However, fsQCA falls short dealing with structural associations and with latent variables when multi-faceted scales are combined into a single indicator by mean. To extend the application of fsQCA, the study demonstrates an approach to investigate a multi-layered problem of eWOM, social influence, and product adoption intention. The findings from fsQCA successfully confirmed the results from the statistical approach that eWOM and social influence have structural associations with customer adoption intentions of new high-tech products.     

Understanding consumers’ social networking site usage

Abstract

The purpose of this research is to examine consumer motivations to use social networking sites (SNSs) for three distinct activities: (1) general SNS usage, (2) the joining of a business’s SNS page and (3) clicking on an advertisement on a SNS. To assist with this exploration we draw upon the decomposed theory of planned behaviour as a theoretical lens and conduct a mixed-method study that utilises both an empirical investigation as well as qualitative focus group interviews in order to delve deeper into specific reasons why individuals engage in SNS activities. Results show that a number of antecedents such as attitude, compatibility, relative advantage, complexity, normative influences and self-efficacy come into play when determining SNS usage activities. However, specific antecedents may vary according to the explicit activity under investigation. This study’s main contribution involves advancing our understanding of consumer behaviour as it relates to SNS activities by examining not only antecedents to intention but also attitude, subjective norms and behavioural control. Other contributions include additional development of the SNS literature, integrating SNSs into a classical theoretical framework and providing valuable insights and implications for both practitioners and researchers alike.     

Predicting Consumer Avoidance of Native Advertising on Social Networking Sites: A Survey of Facebook Users

Abstract

As a result of constant efforts to improve consumers’ online advertising experiences, native advertising has started to gain popularity on social networking sites (SNSs). This survey study examined antecedents of avoidance of native advertising on SNSs and the moderating role of consumer skepticism toward native advertising. Our findings suggest perceived intrusiveness and perceived informative and entertainment advertising value as major antecedents of consumer advertising avoidance. Additionally, the number of brands that consumers are following on SNSs and negative communication among peers on SNSs were found to be factors affecting native advertising avoidance. Finally, consumer skepticism toward native advertising was found to be an important moderating variable in the mechanism of advertising avoidance on SNSs.     

Factors influencing Generation Y consumers’ perceptions of eWOM credibility: a study of the fast-food industry

eWOM communication is certainly one of the most influential drivers of purchase decisions. However, little knowledge is available on the factors that influence the trustworthiness and credibility of eWOM communication. To address this research gap, the study aimed to assess whether the three independent variables (homophily, authority and interestingness) have a significant positive indirect effect on eWOM credibility, as mediated by source trustworthiness. The context of the study was fast-food retailers. A cross-sectional survey was conducted and the target population included all Generation Y consumers that visited the fast-food market leaders in Gauteng province, the economic hub of South Africa. Lisrel version 8.8 was used to analyse the results obtained from a realised sample of 362 respondents and to compile the structural equation model. The findings of the study support the research hypotheses formulated and offer a theoretical contribution by enhancing knowledge of the relationships between the variables investigated as well as the factors that could influence eWOM credibility. The study also has meaning to fast-food retailers, as the model could be applied to formulate appropriate strategies and influence the online conversations and perceptions of consumers.     

Community crosstalk: an exploratory analysis of destination and festival eWOM on Twitter

Abstract

Research suggests that festivals can promote a destination via online word-of-mouth (eWOM) on social media, even though the nature of this effect is not yet fully understood. Using a combination of Social Network Analysis and text analysis (qualitative and quantitative), this article examines eWOM at a tourism destination (Bournemouth) when a festival (Bournemouth Air Show 2013) is staged. The Communities of Interest of eWOM interactions on Twitter were captured and analysed to understand the structure and content of eWOM. Findings indicate that key users are usually already prominent individuals and that festivals act as both a direct generator as well as an online animator of eWOM. Finally, network size, span and scope may be useful indicators when comparing eWOM networks.     

The impact of university brand identification and eWOM behaviour on students’ psychological well-being: a multi-group analysis among active and passive social media users

ABSTRACT

Encouraging students to share positive online reviews should not be regarded only as a marketing tool. This study aims to examine (i) the relationship between positive online reviews behaviour for university and students’ well-being; and (ii) the impact of eWOM behaviour on students’ psychological well-being among active (those who share and read information) and passive (those who only read information) social media users. An online survey was conducted to examine the interplay of university brand identification, positive eWOM behaviour, and university life satisfaction on students’ psychological well-being. Results found that students who share positive reviews about university on social media tend to have better psychological health. This study also revealed that active social media users benefit more in terms of well-being through sharing positive online reviews about their universities. Implications for theory and practice of social media marketing in the higher education context are discussed.     

eWOM and the importance of capturing consumer attention within social media

Word-of-mouth (WOM) is widely regarded as one of the most influential factors impacting consumer behavior, yet traditional models were constructed oblivious to the potential of electronic word-of-mouth (eWOM) and social media. In particular, very little is known about the dynamics affecting consumer attention within two-way many-to-many mediated environments even though attention constitutes a critical step. Thus, we construct a conceptual framework that grounds consumer attention within a larger progression of behavioral responses to eWOM. We then conduct an experiment (n = 28) that isolates contextual antecedents of attention to positive, negative, and neutral WOM for both luxury and non-luxury brands within a social media platform. Using behavioral eye-tracking, we find that WOM message valence interacts with brand type to affect attention differently. Implications of these findings for facilitating eWOM are discussed with future research directions suggested.     

Electronic word-of-mouth (eWOM) generation in new media platforms: The role of regulatory focus and collective dissonance

In this research, we examine the role of two motivational forces associated with creation of electronic word-of-mouth (eWOM): regulatory focus and collective dissonance. Our studies show that generation of eWOM is enhanced by regulatory fit, while traditional WOM is dominated by the negativity effect. In study 1A, we show that prevention-focused consumers produce stronger intentions to post eWOM when they undergo a negative compared to a positive service experience. In study 1B, we find that promotion-focused consumers are more likely to post eWOM in reaction to a positive service experience when one's self-construal is independent. The final study shows that due to collective dissonance, consumers have greater intentions to create eWOM when their experiences are inconsistent with others' postings. We discuss the implications of these results for the development and management of eWOM communication in virtual communities.     

Coercive,normative and mimetic isomorphism as determinants of the voluntary assurance of sustainability reports

This study offers an opportunity to understand how country- and industry-specific effects may affect the decision to assure sustainability reports by identifying institutional pressures. Based on neo-institutional theory, the aim of this research is to highlight whether assurance derives from the coercive, normative and mimetic forces related to legal and cultural strength and the industry pressure for assurance, respectively. The panel data analysis of an international sample of 696 companies for the period 2007–2014 shows that voluntary assurance acts as a legitimization tool implemented by companies in response to normative, coercive and mimetic pressures; that is, companies operating in countries that have a greater legal system and cultural development, especially in industries that are greatly concerned about sustainability, are more likely to issue an assurance statement. Moreover, through a two-stage logit model, we respond to the question of which is the relevant institutional factor that causes voluntary assurance to be adopted. Specifically, we evidence that the normative factor is the one that exerts the greatest explanatory power in the assurance demand, followed by coercive pressure.     

Analyzing the Impact of Culture on Average Time Spent on Social Networking Sites

The study examines the influence of national culture on national averages of time spent (ATS) visiting the largest social networking sites (SNSs): Facebook, Twitter, and LinkedIn. The analysis uses cultural dimensions adopted from both the works of Hofstede and Schwartz, while controlling for country e-readiness and median population age. The findings suggest that culture's influence may be moderated by the media richness and type of network focus of each SNS. Overall, in rich-media SNSs, egalitarianism positively impacts ATS. Individualism and masculinity only impact ATS on friendship-oriented SNSs. Additionally, uncertainty avoidance and intellectual autonomy only impact ATS on professional-oriented SNSs.     

eWOM credibility on social networking sites: A framework

Social networking sites (SNS) offer brands the ability to spread positive electronic Word of Mouth (eWOM) for the purposes of building awareness and acquiring new customers. However, the credibility of eWOM is threatened of late as marketers increasingly try to manipulate eWOM practices on SNS. A greater understanding of eWOM credibility is necessary to better enable marketers to leverage true consumer engagement by generating credible peer-to-peer communications. Yet, to date, there is no one framework synthesising which factors constitute eWOM credibility in the online environment. This paper revisits the word of mouth credibility literature and proposes a new credibility framework – the 4Cs of eWOM Credibility: Community, Competence, Content, and Consensus.