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Modelling the Influence of eWOM on Loyalty Behaviour in Social Network Sites

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Strategies in E-Business

Abstract

Social network sites (SNS) have become part of the daily reality of Internet users in recent years. Firms have recognised the importance of electronic recommendation (eWOM: electronic word-of-mouth) and its influence on consumer decisions. They use SNS as a two-way communication with their current and potential customers. In this context, this chapter means to establish a modelling of causal relations analysing the effect of eWOM communication on the affective commitment developed by SNS users and its effect on the behaviour of loyalty. In this model proposed, the online reputation, the consumer’s satisfaction and the user’s social involvement in SNS are considered as antecedents. The model’s central variable proposed is eWOM communication. This is an efficient means of capturing and retaining customers, as it presents a high level of credibility to developing long-term value relationships as relational marketing suggests. The model proposed, the justification of the relationships and the measurement scales aim to understand, explain and predict how eWOM communication influences loyalty behaviour in users’ SNS.

Auhors would like to thank Dr. Begoña Peral-Peral for her guidance & help with the revision of this chapter.

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Acknowledgement

Author would like to thank Dr. Begoña Peral-Peral for her guidance and help with the revision of this chapter

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Authors and Affiliations

  1. Departamento de Administración de empresas y Marketing, Avda, University of Seville, 41018, Seville, Spain

    Ángel F. Villarejo-Ramos, Manuel J. Sánchez-Franco, Elisa M. García-Vacas & Antonio Navarro-García

Authors
  1. Ángel F. Villarejo-Ramos
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  2. Manuel J. Sánchez-Franco
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  3. Elisa M. García-Vacas
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  4. Antonio Navarro-García
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Corresponding author

Correspondence to Ángel F. Villarejo-Ramos .

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Editors and Affiliations

  1. Department of Business Administration, Technical University of Valencia, Valencia, Spain

    Ignacio Gil-Pechuán

  2. Department of Business Administration, Technical University of Valencia, Valencia, Spain

    Daniel Palacios-Marqués

  3. Department of Business Administration, Technical University of Valencia, Valencia, Spain

    Marta Peris Peris-Ortiz

  4. DISA, Technical University of Valencia, Valencia, Spain

    Eduardo Vendrell

  5. DSIC, Polytechnic University of Valencia, Valencia, Spain

    Cesar Ferri-Ramirez

Appendix: Measurement Scales of the Variables of the Proposed Model

Appendix: Measurement Scales of the Variables of the Proposed Model

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Villarejo-Ramos, Á.F., Sánchez-Franco, M.J., García-Vacas, E.M., Navarro-García, A. (2014). Modelling the Influence of eWOM on Loyalty Behaviour in Social Network Sites. In: Gil-Pechuán, I., Palacios-Marqués, D., Peris-Ortiz, M., Vendrell, E., Ferri-Ramirez, C. (eds) Strategies in E-Business. Springer, Boston, MA. https://doi.org/10.1007/978-1-4614-8184-3_2

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