IDEAS home Printed from https://ideas.repec.org/a/igg/jeis00/v15y2019i1p69-84.html
   My bibliography  Save this article

Understanding the Justice Fairness Effects on eWOM Communication in Social Media Environment

Author

Listed:
  • Muhammad Sohaib

    (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China)

  • Peng Hui

    (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China)

  • Umair Akram

    (Guanghua School of Management, Peking University, Beijing, China)

  • Abdul Majeed

    (School of International Trade and Economics, University of International Business and Economics, Beijing, China)

  • Zubair Akram

    (School of Management and Economics, Beijing Institute of Technology, Beijing, China)

  • Muhammad Bilal

    (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China)

Abstract

This article integrates the trust and justice fairness to construct a model for investigating the motivations behind customers eWOM in social media environment, specifically WeChat. Using data from the online surveys of netizens in China, the proposed model was verified and validated by using the structure equation modeling (SEM) technique. The outcomes reveal that customer trust appear to be mostly driven by interactional fairness, which in turn effects satisfaction. Procedural fairness and interactional fairness impacts considerably positive on satisfaction. Trust and satisfaction have a direct positive effect on the eWOM. However, trust has indirect influence on eWOM through the satisfaction. Discussions provide the useful implications for managers and future directions.

Suggested Citation

  • Muhammad Sohaib & Peng Hui & Umair Akram & Abdul Majeed & Zubair Akram & Muhammad Bilal, 2019. "Understanding the Justice Fairness Effects on eWOM Communication in Social Media Environment," International Journal of Enterprise Information Systems (IJEIS), IGI Global, vol. 15(1), pages 69-84, January.
    • Handle: RePEc:igg:jeis00:v:15:y:2019:i:1:p:69-84
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJEIS.2019010104
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jeis00:v:15:y:2019:i:1:p:69-84. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.