Factors Affecting Electronic Word-of-Mouth on Social Networking Websites in Egypt – An Application of the Technology Acceptance Model

Doma, S. S.; Elaref, Nadia; Elnaga, M. A. Abo

doi:10.5171/2015.280025

Cited by 9 publications

(17 citation statements)

References 32 publications

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“…al. (2014) willing to be a fan of a brand on Facebook; Doma et. al., (2015) emphasized the perceived usefulness and perceived ease of use of eWOM affecting to write comments on Facebook; Casaló et.…”

Section: Swom Contributionmentioning

confidence: 99%

“…Similarly, individuals regularly aim at economic returns for sharing positive eWOM in online review platforms with others. In addition, financial benefits have significant indirect and total effects on eWOM on SNSs (Doma et. al., 2015).…”

Section: Economic Incentives and Swom Contributionmentioning

confidence: 99%

“…For the line of sWOM consumption, sWOM are normally characterized for their credibility, timeliness, accuracy or comprehensiveness which directly makes an impact on their purchase planning and decisions (Tan & Lee, 2019). On another line, two constructs of TAM model include the perceived usefulness and perceived ease of sWOM which have been successfully explained for sWOM contribution activities (Doma, et. al., 2015;Casaló et.…”

Section: Perceived Ease Of Use (Peu) Perceived Usefulness (Pu) and Smentioning

confidence: 99%

“…al., 2014). Several recent studies have populated that the perceived ease of use of eWOM on SNS is a positive direct effect on eWOM engagement (Doma et. al., 2015).…”

Section: Perceived Ease Of Use (Peu) Perceived Usefulness (Pu) and Smentioning

confidence: 99%

“…Social network sites (SNSs) such as Facebook, Instagram or Twitter allow people to perform several actions like sharing and passing photos, videos, and statements with Elaref & Elnaga, 2015); Write a content (Kim, Jang & Adler, 2015); Comment or Reply (Muntinga, Moorman & Smit, 2011); Share (Park & Kang, 2013); become a Fan (Ruiz-Mafe, Martí-Parreño, & Sanz-Blas, 2014); Follow (Casaló, Flavián & Ibáñez-Sánchez, 2017). Likes, Visits or Views usually need less effort than comment, share or forwarding (Rossmann, et.…”

Section: Introductionmentioning

confidence: 99%

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How sWOM Contribution Motivations Vary by Cosmetics and Restaurants in Vietnam

Le¹,

Vo²

2020

JAFEB

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The purpose of this study is to shed light on the driving motivations of contributing social word of mouth on social networking sites (sWOM) toward both tangible and intangible products. In order to develop a research model, this study adopts the motivation theory and TAM model. Data was collected from 904 members of the cosmetic and restaurant communities by using the snowball method. After assessing the validity of all constructs, the structural equation modeling (SEM) is used to test the proposed hypotheses. Results show that personal motivations (satisfaction, opinion leadership, self-enhancement, and economic incentives) and characteristics of sWOM (Perceived Usefulness and Ease of Use) have positive effect on exposure and engagement behaviors. Here are our specific findings, (1) customer satisfaction positively affects online interactions on SNSs such as Like or Sharing a content; (2) sWOM contribution behavior exists in two structures (Exposure and Engagement) and affects each other; (3) This study combines two groups of personal motivation and TAM to conceptualize a research model; and (4) The motivations of contributing sWOM between a specified service and product are rather similar. These findings help digital managers to understand consumers' behavioral contributions on SNSs and also provide interesting insights for marketers.

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Section: Swom Contributionmentioning

confidence: 99%

Section: Economic Incentives and Swom Contributionmentioning

confidence: 99%

Section: Perceived Ease Of Use (Peu) Perceived Usefulness (Pu) and Smentioning

confidence: 99%

“…al., 2014). Several recent studies have populated that the perceived ease of use of eWOM on SNS is a positive direct effect on eWOM engagement (Doma et. al., 2015).…”

Section: Perceived Ease Of Use (Peu) Perceived Usefulness (Pu) and Smentioning

confidence: 99%