Electronic Word of Mouth Determinants Through Facebook: Intangible Benefits Perspective

摘要

In the last decade, social media have attracted much attention in different industries contexts such as digital advertising. Marketing managers keep inducing consumers’ to generate a positive electronic word of mouth (e-WOM) about their products or services on social network sites(SNSs). Effective assortments of those factors that enhance individual’s engagement in online conversion on SNSs about specific products or services, is key success to growth. This paper examines the effect of intangible benefits (reputation, altruism) on a social network sites user’sdecision to engage in e-WOM communication. An empirical analysis had performed based on 426 questionnaires from universities students in Jordan who are actual users of Facebook. Results show that social network sites user, who is highly engrossed with his/her reputation and more altruistic,tend to engage in e-WOM communication more than others. The main practical implications that can be drawn from these results is that both designers of SNSs and marketing managers, should provide a mechanism where members of SNSs can be recognized and informed that they were helped by others.