Motivations for Positive Electronic Word-of-mouth between Consumers on Facebook

The purpose of the present study is to investigate the underlying motivations for positive electronic word of mouth (eWOM) behavior about products, services and brands by Brazilian Facebook users. Research hypotheses and a theoretical model were developed to further our understanding of positive eWOM communication motivations. A survey was conducted with 468 Facebook users in Brazil in order to empirically test the validity of the proposed model. Data was analyzed using structural equations models. Results suggest that concern for other consumers, the desire to engage in social interactions, as well as the desire to share positive emotions and help companies are significant motivations. The hypothesis which predicted that economic rewards are correlated with positive eWOM communication was not confirmed, suggesting that social and psychological motivations are more correlated with eWOM behavior than purely economic reasons for Brazilian Facebook users. The empirical test supported the moderating role of tie strength in the relationship between concern for other consumers and positive eWOM communication.