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Attachment styles and electronic word of mouth (e-WOM) adoption on social networking sites

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  • Park, Min-Sook
  • Shin, Jong-Kuk
  • Ju, Yong

Abstract

It becomes more and more important for marketers to understand why individuals adopt electronic word-of-mouth (e-WOM) on social networking sites. This paper aims to understand the social networking sites users e-WOM adoption based on the attachment theory. Attachment avoidance, attachment anxiety, and their interaction effects are tested to understand the direct effect on e-WOM adoption. Moreover, the mediating effect of self-surveillance and social surveillance between attachment styles and e-WOM adoption has also evaluated. The results indicated that attachment avoidance has an adverse effect on e-WOM adoption; attachment anxiety and the interactive effect have a positive effect on e-WOM adoption. Self-surveillance and social surveillance have a mediating effect between two attachment dimensions (avoidance and anxiety) and e-WOM adoption, and the interaction of anxiety and avoidance mediated by social surveillance.

Suggested Citation

  • Park, Min-Sook & Shin, Jong-Kuk & Ju, Yong, 2019. "Attachment styles and electronic word of mouth (e-WOM) adoption on social networking sites," Journal of Business Research, Elsevier, vol. 99(C), pages 398-404.
    • Handle: RePEc:eee:jbrese:v:99:y:2019:i:c:p:398-404
    DOI: 10.1016/j.jbusres.2017.09.020
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    References listed on IDEAS

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    Cited by:

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    2. Mengmeng Wang & Wenjie Yang, 2021. "What Drives Rural Consumers to Change E-Commerce Attitude and Adopt E-Commerce through the Moderating Role of Corporate Social Responsibility in an Emerging Market? An Empirical Investigation in the C," Sustainability, MDPI, vol. 13(23), pages 1-22, November.
    3. Muhammad Junaid Shahid Hasni & Faruk Anıl Konuk & Tobias Otterbring, 2025. "Anxious Altruism: Virtue Signaling Mediates the Impact of Attachment Style on Consumers’ Green Purchase Behavior and Prosocial Responses," Journal of Business Ethics, Springer, vol. 196(3), pages 603-637, January.
    4. Affifa Sardar & Amir Manzoor & Khurram Adeel Shaikh & Liaqat Ali, 2021. "An Empirical Examination of the Impact of eWom Information on Young Consumers’ Online Purchase Intention: Mediating Role of eWom Information Adoption," SAGE Open, , vol. 11(4), pages 21582440211, October.
    5. Kim, Hyojung & Yoo, Jungmin & Park, Minjung, 2025. "Metaverse friends with social benefits: Effects of social identity on the intention to purchase virtual products through site attachment, user engagement, and public self-consciousness," Journal of Retailing and Consumer Services, Elsevier, vol. 83(C).
    6. Deriu, Valerio & Pozharliev, Rumen & De Angelis, Matteo, 2024. "How trust and attachment styles jointly shape job candidates’ AI receptivity," Journal of Business Research, Elsevier, vol. 179(C).
    7. Ma, Guanhua & Ma, Junhua & Li, Hao & Wang, Yiming & Wang, Zhaohua & Zhang, Bin, 2022. "Customer behavior in purchasing energy-saving products: Big data analytics from online reviews of e-commerce," Energy Policy, Elsevier, vol. 165(C).
    8. Suparna Dhar & Indranil Bose, 2023. "Corporate Users’ Attachment to Social Networking Sites: Examining the Role of Social Capital and Perceived Benefits," Information Systems Frontiers, Springer, vol. 25(3), pages 1197-1217, June.

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