Proceedings of the 20th International Symposium on Management (INSYMA 2023)

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The Impact of Social Factors on Electronic Word-Of-Mouth (E-WOM) Engagement Behaviors in Online Community Websites

Authors
Jun Kumamoto1, *, Yin Siming1
1Toyo Gakuen University, Tokyo, Japan
*Corresponding author. Email: jun.kumamoto@tyg.jp
Corresponding Author
Jun Kumamoto
Available Online 30 September 2023.
DOI
10.2991/978-94-6463-244-6_54How to use a DOI?
Keywords
social capital; social identity; social influence; electronic word-of-mouth (e-WOM)
Abstract

In today’s market, business transactions and communications with customers take place on digital platforms such as e-commerce and social media. This study aims to investigate the impact of social factors, namely social capital, social identity, and social influence, on the electronic word-of-mouth (e-WOM) engagement behaviors of participants in online community websites. Based on the past literature, the conceptual model and the hypotheses were developed to explain the relationships between social factor constructs and e-WOM constructs (opinion seeking behavior, opinion giving behavior, and opinion passing behavior). Findings from this study reveal that the social identity construct (customer brand identification) has a significant, positive impact on all the latent constructs of e-WOM. This paper concludes that firms should design their services to be more personalized and customer-oriented for higher e-WOM engagement by identifying community participants’ motives for social relationships.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 20th International Symposium on Management (INSYMA 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
30 September 2023
ISBN
978-94-6463-244-6
ISSN
2352-5428
DOI
10.2991/978-94-6463-244-6_54How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Jun Kumamoto
AU  - Yin Siming
PY  - 2023
DA  - 2023/09/30
TI  - The Impact of Social Factors on Electronic Word-Of-Mouth (E-WOM) Engagement Behaviors in Online Community Websites
BT  - Proceedings of the 20th International Symposium on Management (INSYMA 2023)
PB  - Atlantis Press
SP  - 357
EP  - 366
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-244-6_54
DO  - 10.2991/978-94-6463-244-6_54
ID  - Kumamoto2023
ER  -