A Conceptual Model of Electronic Word of Mouth Communication through Social Network Sites: The Moderating Effect of Personality Traits

Social network sites have become an essential part in today’s world due to its ubiquities, interactivity and its applicability in different contexts. Information exchange is one of the most important practices on Social Network Sites (SNSs). Individuals tend to generate electronic word of mouth (e-W...

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Main Authors: Tha’er A. Majali, Abdul Manaf Bohari
Format: Article
Language:English
Published: EconJournals 2016-08-01
Series:International Review of Management and Marketing
Subjects:
Online Access:https://dergipark.org.tr/tr/pub/irmm/issue/32101/355653?publisher=http-www-cag-edu-tr-ilhan-ozturk
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spelling doaj-aab6660d6a58470cb18de9a60d3ba2da2020-11-25T03:44:58ZengEconJournalsInternational Review of Management and Marketing 2146-44052016-08-01672652691032A Conceptual Model of Electronic Word of Mouth Communication through Social Network Sites: The Moderating Effect of Personality TraitsTha’er A. MajaliAbdul Manaf BohariSocial network sites have become an essential part in today’s world due to its ubiquities, interactivity and its applicability in different contexts. Information exchange is one of the most important practices on Social Network Sites (SNSs). Individuals tend to generate electronic word of mouth (e-WOM) in their social network to tell others about their consumption experiences with specific product or service. Only in recent time, e-WOM communication has serious academic and managerial attention. However, most of prior researches have examined e-WOM effectiveness, intensity and receiver adoption determinants, few studies have investigated the factors that enhance individual’s intention to share their related-product information. With regard to the different nature of SNSs this paper aims to detect what drive individuals to share their consumption experience or product related-information in such online environment. The paper proposes that social relational factors; trust, reciprocity, and sense of community are positively associated with user’s intention to share their related-product information in form of e-WOM through SNSs. The study also proposes that individuals’ personality traits moderate the relationship between social relational factors and intention to share e-WOM through SNSs.https://dergipark.org.tr/tr/pub/irmm/issue/32101/355653?publisher=http-www-cag-edu-tr-ilhan-ozturkelectronic word of mouth engagement social relational factors personality traits
collection DOAJ
language English
format Article
sources DOAJ
author Tha’er A. Majali
Abdul Manaf Bohari
spellingShingle Tha’er A. Majali
Abdul Manaf Bohari
A Conceptual Model of Electronic Word of Mouth Communication through Social Network Sites: The Moderating Effect of Personality Traits
International Review of Management and Marketing
electronic word of mouth engagement
social relational factors
personality traits
author_facet Tha’er A. Majali
Abdul Manaf Bohari
author_sort Tha’er A. Majali
title A Conceptual Model of Electronic Word of Mouth Communication through Social Network Sites: The Moderating Effect of Personality Traits
title_short A Conceptual Model of Electronic Word of Mouth Communication through Social Network Sites: The Moderating Effect of Personality Traits
title_full A Conceptual Model of Electronic Word of Mouth Communication through Social Network Sites: The Moderating Effect of Personality Traits
title_fullStr A Conceptual Model of Electronic Word of Mouth Communication through Social Network Sites: The Moderating Effect of Personality Traits
title_full_unstemmed A Conceptual Model of Electronic Word of Mouth Communication through Social Network Sites: The Moderating Effect of Personality Traits
title_sort conceptual model of electronic word of mouth communication through social network sites: the moderating effect of personality traits
publisher EconJournals
series International Review of Management and Marketing
issn 2146-4405
publishDate 2016-08-01
description Social network sites have become an essential part in today’s world due to its ubiquities, interactivity and its applicability in different contexts. Information exchange is one of the most important practices on Social Network Sites (SNSs). Individuals tend to generate electronic word of mouth (e-WOM) in their social network to tell others about their consumption experiences with specific product or service. Only in recent time, e-WOM communication has serious academic and managerial attention. However, most of prior researches have examined e-WOM effectiveness, intensity and receiver adoption determinants, few studies have investigated the factors that enhance individual’s intention to share their related-product information. With regard to the different nature of SNSs this paper aims to detect what drive individuals to share their consumption experience or product related-information in such online environment. The paper proposes that social relational factors; trust, reciprocity, and sense of community are positively associated with user’s intention to share their related-product information in form of e-WOM through SNSs. The study also proposes that individuals’ personality traits moderate the relationship between social relational factors and intention to share e-WOM through SNSs.
topic electronic word of mouth engagement
social relational factors
personality traits
url https://dergipark.org.tr/tr/pub/irmm/issue/32101/355653?publisher=http-www-cag-edu-tr-ilhan-ozturk
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