Nexus of Electronic Word-Of-Mouth to Social Networking Sites: A Sustainable Chatter of New Digital Social Media

Abstract

The purpose of this study was to examine how electronic word-of-mouth (eWOM) communication of Facebook is influenced by social exchanges, social capital, and service quality dimensions. The online survey was conducted with a pre-tested and self-administered questionnaire, and a structural equation model was used to examine the hypothetical relationships. The results of the structural model provide insights into four key antecedents for the effective use of eWOM communication from a social capital and exchange perspective. In particular, reciprocity, tie strength, trust, and interaction service quality significantly and positively influence eWOM communication, demonstrating that social media users engage in online communication when they have a positive perception toward these psychological dimensions. The comprehensive study offers an extended theoretical perspective on eWOM literature for emerging market context and clearly examines the influencing factors of eWOM that remain to be addressed in this context. Since eWOM is widely used in social media to promote viral marketing through its powerful connection and interpersonal relationship-building capabilities, the results of the study have important implications for the practitioners with respect to sustainable advertising and business strategies.

The Impact of Social Media on Learning Behavior for Sustainable Education: Evidence of Students from Selected Universities in Pakistan

“…One dangerous result of the reliance on online technology is that some fraudulent institutes have provided a bogus degree through online learning, and students fall into their trap. Moreover, some students use online jargon while completing homework and writing exams and papers, suggesting that social media and social networks have blurred the difference between formal and informal writing [31]. The excessive use of social media makes students emotionally and physically imbalanced and results in dull or irritable behavior.…”

“…Social media has changed how people, including university students-and mainly female students-communicate, interact, and socialize over the course of their learning processes at educational institutions [30]. This new form of media is playing a vital role in content sharing among universities students and the rest of society [31]. Students now have the opportunity to participate in social discussion by sharing images and pictures, posting their comments, disseminating ideas, and so on [32].…”

e-Commerce Sustainability: The Case of Pinduoduo in China

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Understanding Online Consumer Behavior and eWOM Strategies for Sustainable Business Management in the Tourism Industry

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