Understanding the Justice Fairness Effects on eWOM Communication in Social Media Environment

Abstract

This article integrates the trust and justice fairness to construct a model for investigating the motivations behind customers eWOM in social media environment, specifically WeChat. Using data from the online surveys of netizens in China, the proposed model was verified and validated by using the structure equation modeling (SEM) technique. The outcomes reveal that customer trust appear to be mostly driven by interactional fairness, which in turn effects satisfaction. Procedural fairness and interactional fairness impacts considerably positive on satisfaction. Trust and satisfaction have a direct positive effect on the eWOM. However, trust has indirect influence on eWOM through the satisfaction. Discussions provide the useful implications for managers and future directions.