José Luís Abrantes
Drivers of in-group and out-of-group electronic word-of-mouth (eWOM)
Abrantes, José Luís; Seabra, Cláudia; Lages, Cristiana Raquel; Jayawardhena, Chanaka
Authors
Cláudia Seabra
Cristiana Raquel Lages
Chanaka Jayawardhena
Contributors
Adam Lingreen
Editor
Abstract
Purpose: The purpose of this study is to address a recent call for additional research on electronic word-of-mouth (eWOM). In response to this call, this study draws on the social network paradigm and the uses and gratification theory (UGT) to propose and empirically test a conceptual framework of key drivers of two types of eWOM, namely in-group and out-of-group. Design/methodology/approach: The proposed model, which examines the impact of usage motivations on eWOM in-group and eWOM out-of-group, is tested in a sample of 302 internet users in Portugal. Findings: Results from the survey show that the different drivers (i.e. mood-enhancement, escapism, experiential learning and social interaction) vary in terms of their impact on the two different types of eWOM. Surprisingly, while results show a positive relationship between experiential learning and eWOM out-of-group, no relationship is found between experiential learning and eWOM in-group. Research limitations/implications: This is the first study investigating the drivers of both eWOM in-group and eWOM out-of-group. Additional research in this area will contribute to the development of a general theory of eWOM. Practical implications: By understanding the drivers of different eWOM types, this study provides guidance to marketing managers on how to allocate resources more efficiently in order to achieve the company's strategic objectives. Originality/value: No published study has investigated the determinants of these two types of eWOM. This is the first study offering empirical considerations of how the various drivers differentially impact eWOM in-group and eWOM out-of-group.
Citation
Abrantes, J. L., Seabra, C., Lages, C. R., & Jayawardhena, C. (2013). Drivers of in-group and out-of-group electronic word-of-mouth (eWOM). European Journal of Marketing, 47(7), 1067-1088. https://doi.org/10.1108/03090561311324219
Publication Date | Jul 19, 2013 |
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Deposit Date | Nov 13, 2014 |
Publicly Available Date | Nov 13, 2014 |
Journal | European journal of marketing |
Print ISSN | 0309-0566 |
Publisher | Emerald |
Peer Reviewed | Peer Reviewed |
Volume | 47 |
Issue | 7 |
Pages | 1067-1088 |
DOI | https://doi.org/10.1108/03090561311324219 |
Keywords | Marketing |
Public URL | https://hull-repository.worktribe.com/output/469415 |
Publisher URL | http://www.emeraldinsight.com/doi/full/10.1108/03090561311324219 |
Additional Information | Copy of article first published in European journal of marketing, 2013, v.47, issue 7 |
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