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Determinants of Customer Engagement in Electronic Word of Mouth (eWOM) Communication

Determinants of Customer Engagement in Electronic Word of Mouth (eWOM) Communication

Anshu Rani, Urmila Itam, Shivaprasad H. N.
Copyright: © 2021 |Pages: 30
ISBN13: 9781799839194|ISBN10: 1799839192|ISBN13 Softcover: 9781799868644|EISBN13: 9781799839200
DOI: 10.4018/978-1-7998-3919-4.ch011
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MLA

Rani, Anshu, et al. "Determinants of Customer Engagement in Electronic Word of Mouth (eWOM) Communication." Insights, Innovation, and Analytics for Optimal Customer Engagement, edited by Samala Nagaraj, IGI Global, 2021, pp. 196-225. https://doi.org/10.4018/978-1-7998-3919-4.ch011

APA

Rani, A., Itam, U., & H. N., S. (2021). Determinants of Customer Engagement in Electronic Word of Mouth (eWOM) Communication. In S. Nagaraj (Ed.), Insights, Innovation, and Analytics for Optimal Customer Engagement (pp. 196-225). IGI Global. https://doi.org/10.4018/978-1-7998-3919-4.ch011

Chicago

Rani, Anshu, Urmila Itam, and Shivaprasad H. N. "Determinants of Customer Engagement in Electronic Word of Mouth (eWOM) Communication." In Insights, Innovation, and Analytics for Optimal Customer Engagement, edited by Samala Nagaraj, 196-225. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-3919-4.ch011

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Abstract

The technological advancement in the usage of social networking sites (SNSs) has grown beyond boundaries. This expansion helps organizations to capture the attention of online customers towards their products and services. The primary purpose of the study is to list the drivers of eWOM credibility and explore its role in customer engagement at SNSs. A conceptual model that categorizes source credibility, trustability, knowledge, tie strength, and homophily are identified as the drivers of eWOM source credibility in SNSs. Similarly, valence, volume, consistency, emotions, quality, and rating are listed as the drivers of eWOM message credibility. This study suggested that drivers of eWOM will impact on customer engagement and that will, in turn, result in building a positive attitude, brand image, and behaviour towards the product or service listed in the SNSs. Further, the study discusses the theoretical and managerial implications in engaging customers through eWOM.

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