Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/244811 
Year of Publication: 
2020
Citation: 
[Journal:] Cogent Business & Management [ISSN:] 2331-1975 [Volume:] 7 [Issue:] 1 [Publisher:] Taylor & Francis [Place:] Abingdon [Year:] 2020 [Pages:] 1-15
Publisher: 
Taylor & Francis, Abingdon
Abstract: 
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 social identity construct has a positive relation with eWOM and its generation on social media. We analyze this effect by empirically estimating the model using data obtained from Ecuadorian university students and test the relation between social identity and the generation of purchase experience comments on social media. We analyze the effect of each variable on the generation of purchase experience comments on Facebook. Our results confirm the influence of social identity on the generation of eWOM, showing that social capital is an important variable in this process.
Subjects: 
electronic word-of-mouth
social identity
social presence
self-enhancement
social capital
JEL: 
C12
C38
D91
M31
M37
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.