Effect of social identity on the generation of electronic word-of-mouth (eWOM) on Facebook

Effect of social identity on the generation of electronic word-of-mouth (eWOM) on Facebook

This study examines how social identity affects the generation of electronic word-of-mouth (eWOM). We develop a structural equation model (SEM) comprising self-enhancement, social capital, and social presence as explanatory variables of social identity. We propose that, through these variables, the...

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Bibliographic Details
Main Authors: Franklin Javier González-Soriano, Percy Samuel Marquina Feldman, Javier Alejandro Rodríguez-Camacho
Format: Article
Language:English
Published: Taylor & Francis Group 2020-01-01
Series:Cogent Business & Management
Subjects:
electronic word-of-mouth
social identity
social presence
self-enhancement
social capital
Online Access:http://dx.doi.org/10.1080/23311975.2020.1738201

Internet

http://dx.doi.org/10.1080/23311975.2020.1738201

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