Examining Electronic Word-Of-Mouth Communication in Social Media Context

Consumers' lifestyle has been greatly shifted due to the massive development of electronic word of mouth (eWOM) and brought unprecedented opportunities and challenges for business. Understanding of consumers' eWOM behavior could better inform companies on how to increase consumer-generated eWOM. However, none of the past studies has examined the integrated model of eWOM, including its determinants and consequences in social media context. This study helps explaining the determinants and consequences of eWOM in social media context and its relationship with eWOM dimension of consumption, contribution, and creation. To this end, an empirical study applying partial least square (PLS) was conducted. Employing 316 of sample size, the results reveal that social influence and enjoyment are crucial determinants of eWOM consumption which subsequently contribute and create eWOM activities. Further, this study clarifies personal identity, social interaction and integration, and entertainment as the consequences from contributing and creating eWOM. This research has a potential impact in providing renewed insights for researchers into the determinants and consequences of eWOM behavior and advance the eWOM theory.