Drivers of in-group and out-of-group electronic word-of-mouth (eWOM)

Abrantes, J. L., Seabra, C., Lages, C. R. and Jayawardhena, C. (2013) Drivers of in-group and out-of-group electronic word-of-mouth (eWOM). European Journal of Marketing, 47 (7). pp. 1067-1088. ISSN 0309-0566 doi: 10.1108/03090561311324219

Abstract/Summary

Purpose – The purpose of this study is to address a recent call for additional research on electronic word-of-mouth (eWOM). In response to this call, this study draws on the social network paradigm and the uses and gratification theory (UGT) to propose and empirically test a conceptual framework of key drivers of two types of eWOM, namely in-group and out-of-group. Design/methodology/approach – The proposed model, which examines the impact of usage motivations on eWOM in-group and eWOM out-of-group, is tested in a sample of 302 internet users in Portugal. Findings – Results from the survey show that the different drivers (i.e. mood-enhancement, escapism, experiential learning and social interaction) vary in terms of their impact on the two different types of eWOM. Surprisingly, while results show a positive relationship between experiential learning and eWOM out-of-group, no relationship is found between experiential learning and eWOM in-group. Research limitations/implications – This is the first study investigating the drivers of both eWOM in-group and eWOM out-of-group. Additional research in this area will contribute to the development of a general theory of eWOM. Practical implications – By understanding the drivers of different eWOM types, this study provides guidance to marketing managers on how to allocate resources more efficiently in order to achieve the company's strategic objectives. Originality/value – No published study has investigated the determinants of these two types of eWOM. This is the first study offering empirical considerations of how the various drivers differentially impact eWOM in-group and eWOM out-of-group.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/34925
Item Type	Article
Refereed	Yes
Divisions	No Reading authors. Back catalogue items Henley Business School > Marketing and Reputation
Uncontrolled Keywords	Communication, Consumer behaviour, Internet, Marketing strategy, Portugal, Social network theory, Uses and gratification theory, Word-of-mouth
Publisher	Emerald Publishing
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