Electronic Word of Mouth engagement in social commerce platforms: An empirical study

The aim of this study is to investigate the factors that encourage customer engagement with Electronic Word of Mouth (eWOM) from the perspective of information characteristics, consumer behaviour, consumer motives, technological and social factors. Drawing from the Elaboration Likelihood Model (ELM)...

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Main Authors: Ali, Yusuf Sahabi, Che Hussin, Ab. Razak, Mohamed Dahlan, Halina
Format: Article
Published: SAGE Publications Ltd 2020
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Online Access:http://eprints.utm.my/id/eprint/91158/
http://dx.doi.org/10.1177/0266666919867488
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Institution: Universiti Teknologi Malaysia
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spelling my.utm.911582021-06-21T08:40:47Z http://eprints.utm.my/id/eprint/91158/ Electronic Word of Mouth engagement in social commerce platforms: An empirical study Ali, Yusuf Sahabi Che Hussin, Ab. Razak Mohamed Dahlan, Halina HB Economic Theory The aim of this study is to investigate the factors that encourage customer engagement with Electronic Word of Mouth (eWOM) from the perspective of information characteristics, consumer behaviour, consumer motives, technological and social factors. Drawing from the Elaboration Likelihood Model (ELM), Theory of Reasoned Action (TRA) and Social Support Theory (SST) we propose a new model of eWOM engagement in s-commerce. This model was assessed using structural equation modeling (SEM) technique based on a survey of 218 s-commerce users in Nigeria. The findings confirmed that eWOM engagement is strongly determined by information credibility, information quality, social support, innovativeness, altruism, self-enhancement and sense of belonging. Additionally, using the Importance-Performance Map Analysis (IPMA), this study identifies information credibility, sense of belonging, attitude towards eWOM and social support as the most important factors that should be giving priority by managers in order to encourage consumer eWOM engagement in s-commerce platforms. Implications of the study and suggestions for future research are presented. SAGE Publications Ltd 2020-09 Article PeerReviewed Ali, Yusuf Sahabi and Che Hussin, Ab. Razak and Mohamed Dahlan, Halina (2020) Electronic Word of Mouth engagement in social commerce platforms: An empirical study. Information Development, 36 (3). pp. 438-456. ISSN 0266-6669 http://dx.doi.org/10.1177/0266666919867488
institution Universiti Teknologi Malaysia
building UTM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Malaysia
content_source UTM Institutional Repository
url_provider http://eprints.utm.my/
topic HB Economic Theory
spellingShingle HB Economic Theory
Ali, Yusuf Sahabi
Che Hussin, Ab. Razak
Mohamed Dahlan, Halina
Electronic Word of Mouth engagement in social commerce platforms: An empirical study
description The aim of this study is to investigate the factors that encourage customer engagement with Electronic Word of Mouth (eWOM) from the perspective of information characteristics, consumer behaviour, consumer motives, technological and social factors. Drawing from the Elaboration Likelihood Model (ELM), Theory of Reasoned Action (TRA) and Social Support Theory (SST) we propose a new model of eWOM engagement in s-commerce. This model was assessed using structural equation modeling (SEM) technique based on a survey of 218 s-commerce users in Nigeria. The findings confirmed that eWOM engagement is strongly determined by information credibility, information quality, social support, innovativeness, altruism, self-enhancement and sense of belonging. Additionally, using the Importance-Performance Map Analysis (IPMA), this study identifies information credibility, sense of belonging, attitude towards eWOM and social support as the most important factors that should be giving priority by managers in order to encourage consumer eWOM engagement in s-commerce platforms. Implications of the study and suggestions for future research are presented.
format Article
author Ali, Yusuf Sahabi
Che Hussin, Ab. Razak
Mohamed Dahlan, Halina
author_facet Ali, Yusuf Sahabi
Che Hussin, Ab. Razak
Mohamed Dahlan, Halina
author_sort Ali, Yusuf Sahabi
title Electronic Word of Mouth engagement in social commerce platforms: An empirical study
title_short Electronic Word of Mouth engagement in social commerce platforms: An empirical study
title_full Electronic Word of Mouth engagement in social commerce platforms: An empirical study
title_fullStr Electronic Word of Mouth engagement in social commerce platforms: An empirical study
title_full_unstemmed Electronic Word of Mouth engagement in social commerce platforms: An empirical study
title_sort electronic word of mouth engagement in social commerce platforms: an empirical study
publisher SAGE Publications Ltd
publishDate 2020
url http://eprints.utm.my/id/eprint/91158/
http://dx.doi.org/10.1177/0266666919867488
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