Determinants of Customer Engagement in Electronic Word of Mouth (eWOM) Communication

Abstract

The technological advancement in the usage of social networking sites (SNSs) has grown beyond boundaries. This expansion helps organizations to capture the attention of online customers towards their products and services. The primary purpose of the study is to list the drivers of eWOM credibility and explore its role in customer engagement at SNSs. A conceptual model that categorizes source credibility, trustability, knowledge, tie strength, and homophily are identified as the drivers of eWOM source credibility in SNSs. Similarly, valence, volume, consistency, emotions, quality, and rating are listed as the drivers of eWOM message credibility. This study suggested that drivers of eWOM will impact on customer engagement and that will, in turn, result in building a positive attitude, brand image, and behaviour towards the product or service listed in the SNSs. Further, the study discusses the theoretical and managerial implications in engaging customers through eWOM.

Determinants of Influencer Credibility and Platform Credibility to Understand the Effectiveness of Indian Fashion Influencers

“…Influencers are the latest opinion-makers who create content for brands on platforms such as Instagram, YouTube, Twitter, Facebook, and other social media to gain a following and brand awareness. They also generate positive electronic word of mouth and create customer engagement (Rani & Shivaprasad, 2018;Rani et al 2021).…”

An Empirical Analysis of Receiver's Psychological Characteristics in eWOM Engagement

“…The'Needforcognition'isawell-establishedindividualtraitinthepsychologicalliterature (Cacioppo etal.1996). (Cacioppoetal.1996.Itisthereceiver'sdistinctivedesiretothinkaboutandprocess informationthattheyreceiveintheformofonlinereviews.However,someindividualsdesiretothink less,andthatiswhytheyrelymoreonother'sthoughtsorother'sabilitytoevaluateandprocess information.Researchfindingsshowthatconsumer'slevelofNeedforCognitiondeterminestheir motivation to evaluate eWOM (Srivastava and Sharma, 2012;Saremi, 2014;Rani et al, 2021). Therefore, the receivers having low Need of Cognition are more likely to accept information of eWOMwithoutevaluatingitinmuchdepth.Thus,theNeedforCognitionisassociatedwiththe effectivenessofeWOMcommunication.…”

Why do we trust in online reviews? Integrative literature review and future research directions

“…However, a focused overview of their findings is still missing. There exist various literature reviews (Bore et al, 2017; C. M. K. Cheung & Thandani, 2010;Ismagilova et al, 2020;King et al, 2014;Rani & Shivaprasad, 2018) and conceptual frameworks (Moran & Muzellec, 2017) that address research on electronic word-of-mouth (eWOM) communication. These works are, however, neither focused exclusively on online reviews nor on trust and credibility.…”