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Impact of social relationships on electronic word of mouth in social networking sites: a study of Indian social network users

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  • Smita Sharma
  • Asad Rehman

Abstract

This study focused on the understanding of consumers' use of social networking sites as a vehicle for electronic word of mouth. The hypotheses examined the impact of social relationship variables-social capital, tie strength, attitude homophily, background homophily, trust, normative influence, and informational influence on electronic word of mouth behaviour in social networking sites. For testing the hypothesised relationships between the predictors and electronic word of mouth behaviour variables, structural equation modelling (SEM) was applied on the data collected from social networks' users. Exploratory factor analysis (EFA) was conducted, followed by confirmatory factor analysis (CFA). It was concluded that social capital, background homophily, normative influence, informational influence emerged to be strong significant predictors of electronic word of mouth, and attitude homophily and trust were found to be partially significant. Only tie strength was not found to be a significant predictor.

Suggested Citation

  • Smita Sharma & Asad Rehman, 2017. "Impact of social relationships on electronic word of mouth in social networking sites: a study of Indian social network users," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 8(2), pages 93-115.
    • Handle: RePEc:ids:ijemre:v:8:y:2017:i:2:p:93-115
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    Cited by:

    1. Anikó Tompos & Jawad Abu Khair, 2023. "The Impact of Social Media Relationships on e-WOM in Syria and Hungary," Review of Applied Socio-Economic Research, Pro Global Science Association, vol. 25(1), pages 52-65, June.

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