A new framework of electronic word-of-mouth in social networking sites: the system-based approach

With the advent of social media and online communities, electronic word of mouth (eWOM) marketing has gained increasing importance as an effective strategy in reducing the customers' uncertainty, increasing their confidence, knowledge acquisition of social customers as well as increasing their purchase intention. Many businesses have become aware of potential advantages of using WOM marketing approach in social networks. However, despite the appeal of the concept, few studies have been conducted to identify the phenomenon and its driving forces and consequences. Hence, the main aim of the current study is to provide a novel framework for eWOM marketing in social networking sites (SNSs) via a system-based approach which simultaneously identifies social WOM antecedents, its dimensions, and consequences. To answer the main research questions, comprehensive literature was reviewed along with focus group method, and then the extracted factors and related measures were evaluated and prioritised by experts. The proposed framework consists of antecedents of WOM marketing in social networking (including individual, organisational and environmental), the dimensions of WOM marketing behaviour (the type of eWOM, eWOM components, and its activities) in social networks as well as its consequences (consequences for customers and for organisations).