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Effects of Sociodemographic Variables on Electronic Word of Mouth: Evidence from Emerging Economies

Author

Listed:
  • Dušan Mladenović

    (Department of Corporate Economy; Faculty of Economics and Administration; Masaryk University)

  • Visar Rrustemi

    (Faculty of Economics; University of Prishtina)

  • Sebastian Martin

    (School of Medical Engineering and Applied Social Sciences; University of Applied Sciences Upper Austria)

  • Prateek Kalia

    (Department of Corporate Economy; Faculty of Economics and Administration; Masaryk University)

  • Rahul Chawdhary

    (Department of Strategy, Marketing and Innovation; Faculty of Business and Social Sciences; Kingston Business School)

Abstract

Electronic Word of Mouth (eWOM) engagement on social networking sites (SNSs) is influenced by social relationship factors and this influence is assumed to be consistent. This study investigates the effects of social relationship variables in the context of emerging economies. It also observes the mediating role of social relationship variables in the relationship between conformity and eWOM. We hypothesized a moderating role of age, gender, and country of residence. The results revealed that social ties, trust, and interpersonal influence exert consistent impact and that conformity exerts positive indirect influence on eWOM engagement via social ties, trust, social capital, and interpersonal influence. It was found that age, gender moderate the observed relationship, while country plays no moderating role. The theoretical and practical implications of these findings are discussed.

Suggested Citation

  • Dušan Mladenović & Visar Rrustemi & Sebastian Martin & Prateek Kalia & Rahul Chawdhary, 2022. "Effects of Sociodemographic Variables on Electronic Word of Mouth: Evidence from Emerging Economies," MUNI ECON Working Papers 2022-02, Masaryk University, revised Feb 2023.
    • Handle: RePEc:mub:wpaper:2022-02
    DOI: 10.5817/WP_MUNI_ECON_2022-02
    Note: License: CC BY 4.0
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    More about this item

    Keywords

    eWOM; social relationship variables; conformity; age; gender; emerging economies;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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