Conductucas eWOM¿qué factores contribuyen en la creación, búsqueda y/o transmisión de información en RR.SS.?

Abstract

Given that social networks have become a revolutionary phenomenon for Internet communication, more and more companies are trying to take advantage of the power of online recommendations (eWOM). Therefore, the following question arises: what psychological factors are relevant in the eWOM behaviors of blog users and social networks? Specifically, the possible influence of tie strength, homophily, trust, informative influence and normative influence on the different types of eWOM behaviors (opinion seeking, opinion passing and opinion giving) has been analyzed. In order to respond to this objective, an empirical study has been carried out and the PLS-SEM methodology has been applied. Through the causal model, it is concluded that normative influence and informative influence affect the creation, the search and the transmission of opinion. However, homophily only influences opinion seeking and opinion passing to third parties. In addition, it has been detected that tie strength affects opinion giving and opinion seeking, but it does not influence opinion passing