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

Author

Listed:
  • Md. Alamgir Hossain

    (Department of Management, Hajee Mohammad Danesh Science and Technology University, Dinajpur-5200, Bangladesh)

  • Nusrat Jahan

    (Department of Business Administration, Chonbuk National University, Jeonju 54896, Korea)

  • Yuantao Fang

    (Department of International Trade, Chonbuk National University, Jeonju 54896, Korea)

  • Saiful Hoque

    (School of Media and Communication, Korea University, Seoul 02841, Korea)

  • Md. Shakhawat Hossain

    (School of Economics and Management, Shanghai Maritime University, Shanghai 1550, China)

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.

Suggested Citation

  • Md. Alamgir Hossain & Nusrat Jahan & Yuantao Fang & Saiful Hoque & Md. Shakhawat Hossain, 2019. "Nexus of Electronic Word-Of-Mouth to Social Networking Sites: A Sustainable Chatter of New Digital Social Media," Sustainability, MDPI, vol. 11(3), pages 1-14, February.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:3:p:759-:d:202514
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    References listed on IDEAS

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    1. Namho Chung & Inessa Tyan & Hee Chung Chung, 2017. "Social Support and Commitment within Social Networking Site in Tourism Experience," Sustainability, MDPI, vol. 9(11), pages 1-23, November.
    2. Yubo Chen & Jinhong Xie, 2008. "Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix," Management Science, INFORMS, vol. 54(3), pages 477-491, March.
    3. Md. Alamgir Hossain & Minho Kim, 2018. "Does Multidimensional Service Quality Generate Sustainable Use Intention for Facebook?," Sustainability, MDPI, vol. 10(7), pages 1-15, July.
    4. Lakhani, Karim R. & von Hippel, Eric, 2003. "How open source software works: "free" user-to-user assistance," Research Policy, Elsevier, vol. 32(6), pages 923-943, June.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Jaffar Abbas & Jaffar Aman & Mohammad Nurunnabi & Shaher Bano, 2019. "The Impact of Social Media on Learning Behavior for Sustainable Education: Evidence of Students from Selected Universities in Pakistan," Sustainability, MDPI, vol. 11(6), pages 1-23, March.
    2. Md. Motaher Hossain & K. M. Zahidul Islam & Abdullah Al Masud & Md. Alamgir Hossain & Nusrat Jahan, 2023. "Antecedents and Consequences of Self-Disclosure in Subjective Well-Being: A Facebook Case With a Social Support Mediator," SAGE Open, , vol. 13(2), pages 21582440231, June.
    3. Syed Zeeshan Zahoor & A. M. Shah, 2024. "Impact of Social Media on Users’ Complex Buying Behaviour: Analysing the Mediating Effect of Perception and Moderating Effect of Extended Social Media Usage," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 49(1), pages 119-148, February.
    4. Yumei Luo & Qiongwei Ye, 2019. "Understanding Consumers’ Loyalty to an Online Outshopping Platform: The Role of Social Capital and Perceived Value," Sustainability, MDPI, vol. 11(19), pages 1-18, September.
    5. Bing Yuan & Alessandro M. Peluso, 2021. "The Influence of Word-Of-Mouth Referral on Consumers’ Purchase Intention: Experimental Evidence from WeChat," Sustainability, MDPI, vol. 13(2), pages 1-18, January.
    6. Younghoon Chang & Siew Fan Wong & Christian Fernando Libaque-Saenz & Hwansoo Lee, 2019. "e-Commerce Sustainability: The Case of Pinduoduo in China," Sustainability, MDPI, vol. 11(15), pages 1-23, July.
    7. Ana Reyes-Menendez & Marisol B. Correia & Nelson Matos & Charlene Adap, 2020. "Understanding Online Consumer Behavior and eWOM Strategies for Sustainable Business Management in the Tourism Industry," Sustainability, MDPI, vol. 12(21), pages 1-14, October.

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