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Title: Drivers of in‐group and out‐of‐group electronic word‐of‐mouth (eWOM)
Authors: Abrantes, José Luís
Seabra, Cláudia 
Lages, Cristiana Raquel
Jayawardhena, Chanaka
Keywords: Internet; Word-of-mouth; Social network theory; Uses and gratification theory; Communication; Portugal; Consumer behaviour; Marketing strategy
Issue Date: 19-Jul-2013
Publisher: Emerald
Serial title, monograph or event: European Journal of Marketing
Volume: 47
Issue: 7
Abstract: 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.
ISSN: 0309-0566
DOI: 10.1108/03090561311324219
Rights: openAccess
Appears in Collections:I&D CEGOT - Artigos em Revistas Internacionais

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