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...