Word-of-Mouth Engagement in Online Social Networks: Influence of Network Centrality and Density
Abstract
:1. Introduction
2. Literature Review
2.1. Positive e-WOM
- Authenticity: Positive eWOM is often seen as more authentic and trustworthy than traditional advertising, as it comes from real people who have used the product or service [16].
- Reach: Positive eWOM has the potential to reach a large audience, as it can be shared and amplified through social media platforms and other online channels [17].
- Engagement: Positive eWOM can lead to engagement and interaction between consumers and brands, as consumers may respond to or share positive comments about a product or service [18].
- Permanence: Positive eWOM can have a long-lasting impact, as it can remain online for an extended period of time and be accessed by future consumers [19].
2.2. Negative e-WOM
2.3. Social Network Centrality
2.4. Social Network Density
2.5. Social Network Usage
3. Materials and Methods
4. Data Analysis and Results
- –
- the interaction effect of centrality and usage on the positive eWOM intention;
- –
- the interaction effect of density and usage on the positive eWOM intention.
5. Discussion
6. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Constructs and Items | Beta | t-Value | SE | Alpha | Composite Reliability | AVE |
---|---|---|---|---|---|---|
Network centrality | - | - | - | 0.728 | 0.706 | 0.604 |
I maintain daily contact with most people in my social network, | 0.812 | - | - | - | - | - |
I can acquire information from other people quickly. | 0.716 | 11.201 | 0.066 | - | - | - |
Network density | - | - | - | 0.834 | 0.841 | 0.703 |
I am familiar with the members of my social network. | 0.904 | - | - | - | - | - |
Members in my social network are familiar with me. | 0.887 | 21.128 | 0.048 | - | - | - |
I often communicate with members of my social network. | 0.628 | 14.281 | 0.053 | - | - | - |
Network usage | - | - | - | 0.814 | 0.754 | 0.686 |
Social networks are part of my everyday activity. | 0.556 | - | - | - | - | - |
I dedicate part of my daily schedule to social networks. | 0.623 | 12.387 | 0.112 | - | - | - |
I feel out of touch when I haven’t logged on to my social networks in a while. | 0.653 | 9.492 | 0.157 | - | - | - |
I feel I am part of my social network community. | 0.709 | 10.246 | 0.150 | - | - | - |
I would be sad if social networks shut down. | 0.683 | 10.041 | 0.163 | - | - | - |
I am happy with the social networks, in general. | 0.663 | 9.577 | 0.119 | - | - | - |
Positive eWOM intention | - | - | - | 0.878 | 0.797 | 0.751 |
I would post positive things about the brand. | 0.816 | - | - | - | - | - |
I would recommend this brand to the people in my social network | 0.959 | 14.795 | 0.080 | - | - | - |
Negative eWOM intention | - | - | - | 0.795 | 0.721 | 0.572 |
I would complain to the members of my social network. | 0.809 | - | - | - | - | - |
I would discuss with the members of my social network about my frustrations. | 0.808 | 15.110 | 0.070 | - | - | - |
I would say negative things about the brand in my social networks. | 0.644 | 12.706 | 0.057 | - | - | - |
Network Centrality | Network Density | Network Usage | Positive eWOM Intention | Negative eWOM Intention | |
---|---|---|---|---|---|
Network centrality | 0.604 | ||||
Network density | 0.358 | 0.703 | |||
Network usage | 0.217 | 0.062 | 0.686 | ||
Positive eWOM intention | 0.068 | 0.037 | 0.106 | 0.751 | |
Negative eWOM intention | 0.088 | 0.037 | 0.148 | 0.331 | 0.572 |
Hypothesis | Path | Coefficient | t | SE | p | Result |
---|---|---|---|---|---|---|
Main effects | ||||||
H1a | Network centrality -> Positive eWOM intention | 0.098 | 1.386 | 0.071 | 0.166 | Not supported |
H1b | Network centrality -> Negative eWOM intention | 0.160 | 2.367 | 0.067 | 0.018 | Supported |
H2a | Network density -> Positive eWOM intention | 0.055 | 0.902 | 0.061 | 0.367 | Not supported |
H2b | Network density -> Negative eWOM intention | 0.006 | 0.110 | 0.058 | 0.912 | Not supported |
- | Network usage -> Positive eWOM intention | 0.300 | 1.386 | 0.071 | <0.001 | - |
- | Network usage -> Negative eWOM intention | 0.380 | 7.420 | 0.051 | <0.001 | - |
Interaction effects | ||||||
H4a | Moderator 1 * -> Negative eWOM intention | 0.124 | 2.826 | 0.044 | 0.005 | Supported |
H4b | Moderator 2 ** -> Negative eWOM intention | −0.109 | −2.226 | 0.049 | 0.026 | Supported |
Hypothesis | Path | Coefficient | p | Result |
---|---|---|---|---|
Interaction Effects | ||||
H3a | Moderator 1 * -> Positive eWOM intention | 0.029 | 0.603 | Not supported |
H3b | Moderator 2 ** -> Positive eWOM intention | 0.020 | 0.754 | Not supported |
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Anastasiei, B.; Dospinescu, N.; Dospinescu, O. Word-of-Mouth Engagement in Online Social Networks: Influence of Network Centrality and Density. Electronics 2023, 12, 2857. https://doi.org/10.3390/electronics12132857
Anastasiei B, Dospinescu N, Dospinescu O. Word-of-Mouth Engagement in Online Social Networks: Influence of Network Centrality and Density. Electronics. 2023; 12(13):2857. https://doi.org/10.3390/electronics12132857
Chicago/Turabian StyleAnastasiei, Bogdan, Nicoleta Dospinescu, and Octavian Dospinescu. 2023. "Word-of-Mouth Engagement in Online Social Networks: Influence of Network Centrality and Density" Electronics 12, no. 13: 2857. https://doi.org/10.3390/electronics12132857