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Modelling the Influence of eWOM on Loyalty Behaviour in Social Network Sites

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Abstract

Social network sites (SNS) have become part of the daily reality of Internet users in recent years. Firms have recognised the importance of electronic recommendation (eWOM: electronic word-of-mouth) and its influence on consumer decisions. They use SNS as a two-way communication with their current and potential customers. In this context, this chapter means to establish a modelling of causal relations analysing the effect of eWOM communication on the affective commitment developed by SNS users and its effect on the behaviour of loyalty. In this model proposed, the online reputation, the consumer’s satisfaction and the user’s social involvement in SNS are considered as antecedents. The model’s central variable proposed is eWOM communication. This is an efficient means of capturing and retaining customers, as it presents a high level of credibility to developing long-term value relationships as relational marketing suggests. The model proposed, the justification of the relationships and the measurement scales aim to understand, explain and predict how eWOM communication influences loyalty behaviour in users’ SNS.

Keywords

Customer Satisfaction Social Network Site Online Community Affective Commitment Corporate Reputation 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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Notes

Acknowledgement

Author would like to thank Dr. Begoña Peral-Peral for her guidance and help with the revision of this chapter

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© Springer Science+Business Media New York 2014

Authors and Affiliations

  1. 1.Departamento de Administración de empresas y Marketing, AvdaUniversity of SevilleSevilleSpain

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