Word-of-Mouth Engagement in Online Social Networks: Influence of Network Centrality and Density

Abstract

This paper investigates the effect of network centrality and network density on the propensity to engage in positive and negative eWOM, using social networks usage as a moderating variable. The research method was Structural Equation Modeling, and the data were collected through a survey conducted on 436 respondents from Romania. Findings showed that centrality and density only affect negative eWOM intent, the relationship being stronger at higher levels of network usage. In consequence, influential network members are more readily inclined to produce unfavorable eWOM. Subsequently, companies should make continuous efforts to spot and turn around bad publicity online.