Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites

Shu-Chuan Chu and Yoojung Kim

As more and more marketers incorporate social media as an integral part of the promotional mix, rigorous investigation of the determinants that impact consumers' engagement in eWOM via social networks is becoming critical.

Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites

Shu-Chuan ChuDePaul University

Yoojung KimThe University of Texas at Austin

Introduction

In recent years, social media have become a new hybrid component of integrated marketing communications (IMC) that allow organisations to establish strong relationships with their consumers (Mangold & Faulds 2009). As defined by Kaplan and Haenlein (2010, p. 61), social media are ‘a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content’. Social media encompass a variety of...

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