The Impact of Social Relationships on Online Word-of-Mouth and Knowledge Sharing in Social Network Sites

Abstract

This study provides insight into how social relationships perspective influence on online Word-of-Mouth and knowledge sharing on social networking sites (SNSs). By using the sample from 385 Egyptian college students - who spend more time on SNSs, this study investigates the relationship among the use of SNSs, users' social Relationships, online Word-of-Mouth, and knowledge sharing. Partial Least Square (PLS) was utilized to examine the hypotheses through a questionnaire designed on the Likert seven-point scale. The results indicated that the intensity of usage of SNSs is a positively related with social relationship factors which has a positive effect on online WOM; in addition, online WOM has positively significant influence on knowledge sharing. The results also indicated that male students are found to have more social relationship than female counterparts do. Male students feel more strongly about knowledge sharing when they perceive that online WOM communication is good.