A meta-analysis of the factors affecting eWOM providing behaviour

Elvira Ismagilova, Nripendra P. Rana, Emma Slade, Yogesh K. Dwivedi*

*Corresponding author for this work

Research output: Contribution to journalArticle (Academic Journal)

Abstract

Purpose- Numerous studies have examined factors influencing eWOM providing behaviour. The volume of extant research and inconsistency in some of the findings makes it useful to develop an all-encompassing model synthesising results. Therefore, the aim of this study is to synthesise findings from existing studies on eWOM by employing meta-analysis, which will help to reconcile conflicting findings of factors affecting consumers’ intention to engage in eWOM communications.

Design/methodology/approach- The findings from 51 studies were used for meta-analysis, which was undertaken using Comprehensive Meta-Analysis software.

Findings- Factors affecting eWOM providing behaviour were divided into four groups: personal conditions, social conditions, perceptual conditions, and consumption-based conditions. The results of meta-analysis showed that out of 20 identified relationships, 16 were found to be significant (opinion seeking, information usefulness, trust in web eWOM services, economic incentive, customer satisfaction, loyalty, brand attitude, altruism, affective commitment, normative commitment, opinion leadership, self-enhancement, information influence, tie strength, homophily, and community identity).

Originality/value- Applying meta-analysis helped reconciliation of conflicting findings, enabled investigation of the strengths of the relationships between motivations and eWOM providing behaviour, and offered a consolidated view. The results of this study facilitate the advancement of current knowledge of information dissemination on the Internet, which can influence consumer purchase intention and loyalty.
Original languageEnglish
JournalEuropean Journal of Marketing
Publication statusAccepted/In press - 10 Oct 2020

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