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

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

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dc.contributor.author Ruiz Mafé, Carla
dc.contributor.author Bigné Alcañiz, J. Enrique
dc.contributor.author Sanz Blas, Silvia
dc.contributor.author Tronch García de los Ríos, Jose Eduardo
dc.date.accessioned 2018-06-25T11:05:17Z
dc.date.available 2018-06-25T11:05:17Z
dc.date.issued 2018
dc.identifier.uri http://hdl.handle.net/10550/66777
dc.description.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.
dc.language.iso eng
dc.relation.ispartof Brq-Business Research Quarterly, 2018, vol. 21, p. 26-38
dc.rights.uri info:eu-repo/semantics/openAccess
dc.source Ruiz Mafé, Carla Bigné Alcañiz, J. Enrique Sanz Blas, Silvia Tronch García de los Ríos, Jose Eduardo 2018 Does social climate influence positive eWom? A study of heavy-users on online communities Brq-Business Research Quarterly 21 26 38
dc.subject Identitat col·lectiva
dc.subject Revistes
dc.title Does social climate influence positive eWom? A study of heavy-users on online communities
dc.type info:eu-repo/semantics/article
dc.date.updated 2018-06-25T11:05:18Z
dc.identifier.idgrec 123628

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