Word-of-Mouth Engagement in Online Social Networks: Influence of Network Centrality and Density

被引：30

作者：

Anastasiei, Bogdan ^{[1
]}

Dospinescu, Nicoleta ^{[1
]}

Dospinescu, Octavian ^{[2
]}

机构：

[1] Univ Alexandru Ioan Cuza, Fac Econ & Business Adm, Dept Management Mkt & Business Adm, Iasi 700506, Romania

[2] Univ Alexandru Ioan Cuza, Fac Econ & Business Adm, Dept Accounting Business Informat Syst & Stat, Iasi 700506, Romania

来源：

ELECTRONICS | 2023年 / 12卷 / 13期

关键词：

e-WOM engagement; network centrality; network density; CONFIRMATORY FACTOR-ANALYSIS; E-WOM; EWOM; MEDIA; INTENTION; BEHAVIOR; SITES;

D O I：

10.3390/electronics12132857

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

0812 ;

摘要：

This paper investigates the effect of network centrality and network density on the propensity to engage in positive and negative eWOM, using social networks usage as a moderating variable. The research method was Structural Equation Modeling, and the data were collected through a survey conducted on 436 respondents from Romania. Findings showed that centrality and density only affect negative eWOM intent, the relationship being stronger at higher levels of network usage. In consequence, influential network members are more readily inclined to produce unfavorable eWOM. Subsequently, companies should make continuous efforts to spot and turn around bad publicity online.

引用

页数：16