Arbeitspapier
Effects of Sociodemographic Variables on Electronic Word of Mouth: Evidence from Emerging Economies
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.
- Sprache
-
Englisch
- Erschienen in
-
Series: MUNI ECON Working Paper ; No. 2022-02
- Klassifikation
-
Wirtschaft
Marketing
Advertising
- Thema
-
eWOM
social relationship variables
conformity
age
gender
emerging economies
- Ereignis
-
Geistige Schöpfung
- (wer)
-
Mladenović, Dušan
Rrustemi, Visar
Martin, Sebastian
Kalia, Prateek
Chawdhary, Rahul
- Ereignis
-
Veröffentlichung
- (wer)
-
Masaryk University, Faculty of Economics and Administration
- (wo)
-
Brno
- (wann)
-
2022
- DOI
-
doi:10.5817/WP_MUNI_ECON_2022-02
- Handle
- Letzte Aktualisierung
-
10.03.2025, 11:43 MEZ
Datenpartner
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Objekttyp
- Arbeitspapier
Beteiligte
- Mladenović, Dušan
- Rrustemi, Visar
- Martin, Sebastian
- Kalia, Prateek
- Chawdhary, Rahul
- Masaryk University, Faculty of Economics and Administration
Entstanden
- 2022
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