Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/267964 
Year of Publication: 
2022
Series/Report no.: 
MUNI ECON Working Paper No. 2022-02
Publisher: 
Masaryk University, Faculty of Economics and Administration, Brno
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.
Subjects: 
eWOM
social relationship variables
conformity
age
gender
emerging economies
JEL: 
M31
M37
Persistent Identifier of the first edition: 
Document Type: 
Working Paper

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