Drivers of in-group and out-of-group electronic word-of-mouth (eWOM)

Abrantes, José Luís; Seabra, Cláudia; Lages, Cristiana Raquel; Jayawardhena, Chanaka

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
• 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
• Contract Date: Nov 13, 2014