PUBLICACIONES

Identifying the factors that influence eWOM in SNSs: the case of Chile

ISI: Identifying the factors that influence eWOM in SNSs: the case of Chile

PABLO FARÍAS N.

2017 - International Journal of Advertising - Vol. 36, issue 6, PP. 852-869

Abstract

The factors that influence electronic word-of-mouth (eWOM) in social networking sites (SNSs) in Latin American countries still need to be understood. This paper looks at factors included by prior research, as well as two new factors that have the power to influence eWOM in SNSs in the region. The study is conducted in Chile, a country which already has high Internet and SNSs penetration rates and Hofstede's scores close to the average for Latin America. The results show that tie strength, normative influence, informational influence, self-presentation, and voluntary self-disclosure are all positively directly associated with eWOM in SNSs. The results also show that homophily exerts a positive indirect influence on eWOM through the mediators of tie strength, normative influence, informational influence, and self-presentation. Additionally, the results show that trust exerts a positive indirect influence on eWOM through the mediators of tie strength, normative influence, and voluntary self-disclosure.

Keywords

Electronic word-of-mouth, social media, social networking sites, Latin America

¿Quieres seguir leyendo? [Accede a la publicación completa]

La Universidad de Chile propone mejorar los sesgos generados hacia las mujeres en el mundo laboral

Es necesario fortalecer y transferir herramientas conceptuales sobre el impacto que generan las diferencias de género en el trabajo. El pasado 09 de Agosto. El Observatorio de Gest...

Profesor David Díaz converso en CNN Internacional sobre "Data Transfer Proyect"

El Data Transfer Project, ¿quién será dueño de la información?   Las gigantes tecnológicas lanzan un nuevo plan para permitir a sus usuarios t...

Todos los Derechos © 2014 | Departamento de Administración - Facultad de Economía y Negocios - Universidad de Chile - Diagonal Paraguay 257, torre 26, oficina 1101, piso 11, Santiago, Chile.