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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

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