Effects of Sociodemographic Variables on Electronic Word of Mouth: Evidence from Emerging Economies

Author:

Dušan Mladenović,Visar Rrustemi,Sebastian Martin,Prateek Kalia,Rahul Chawdhary

Abstract

Electronic Word of Mouth (eWOM) engagement on social networking sites (SNSs) is influenced by social relationship factors and this influence is assumed to be consistent. This study investigates the effects of social relationship variables in the context of emerging economies. It also observes the mediating role of social relationship variables in the relationship between conformity and eWOM. We hypothesized a moderating role of age, gender, and country of residence. The results revealed that social ties, trust, and interpersonal influence exert consistent impact and that conformity exerts positive indirect influence on eWOM engagement via social ties, trust, social capital, and interpersonal influence. It was found that age, gender moderate the observed relationship, while country plays no moderating role. The theoretical and practical implications of these findings are discussed.

Publisher

Masaryk University Press

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3