Drivers UGT Network & Wireless Cards

12/9/2021by admin

Abstract

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Network

Purpose

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The purpose of this study is to address a recent call for additional research on electronic word‐of‐mouth (eWOM). In response to this call, this study draws on the social network paradigm and the uses and gratification theory (UGT) to propose and empirically test a conceptual framework of key drivers of two types of eWOM, namely in‐group and out‐of‐group.

Drivers Ugt Network & Wireless Cards Download

Design/methodology/approach

The proposed model, which examines the impact of usage motivations on eWOM in‐group and eWOM out‐of‐group, is tested in a sample of 302 internet users in Portugal.

Findings

Results from the survey show that the different drivers (i.e. mood‐enhancement, escapism, experiential learning and social interaction) vary in terms of their impact on the two different types of eWOM. Surprisingly, while results show a positive relationship between experiential learning and eWOM out‐of‐group, no relationship is found between experiential learning and eWOM in‐group.

Research limitations/implications

This is the first study investigating the drivers of both eWOM in‐group and eWOM out‐of‐group. Additional research in this area will contribute to the development of a general theory of eWOM.

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Practical implications

By understanding the drivers of different eWOM types, this study provides guidance to marketing managers on how to allocate resources more efficiently in order to achieve the company's strategic objectives.

Originality/value

No published study has investigated the determinants of these two types of eWOM. This is the first study offering empirical considerations of how the various drivers differentially impact eWOM in‐group and eWOM out‐of‐group.

Keywords

Citation

Luís Abrantes, J., Seabra, C., Raquel Lages, C. and Jayawardhena, C. (2013), 'Drivers of in‐group and out‐of‐group electronic word‐of‐mouth (eWOM)', European Journal of Marketing, Vol. 47 No. 7, pp. 1067-1088. https://doi.org/10.1108/03090561311324219

Download as .RIS

Drivers Ugt Network & Wireless Cards Compatible

Publisher

:

Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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