Motivations to engage in word-of-mouth behavior on social network sites

Pin Luarn, Peng Huang, Yu Ping Chiu*, I. Jen Chen

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

11 Citations (Scopus)

Abstract

The main objective of this study was to enhance the understanding of users’ motivation to engage in word-of-mouth behavior on social network sites. This study conducted a hierarchical regression analysis to examine the motivations of social and personal constructs that may influence users’ engagement in word-of-mouth. The results posited that not only social constructs (tie strength, expressiveness, social enhancement, relationship management, normative influence, and informational influence), but also personal constructs (altruism, narcissism, image building, and achievement) positively affect users’ engagement in word-of-mouth. These findings can provide useful implications for theory in relation to the motives to disseminate word-of-mouth, and be a useful resource and reference for marketing practice.

Original languageEnglish
Pages (from-to)1253-1265
Number of pages13
JournalInformation Development
Volume32
Issue number4
DOIs
Publication statusPublished - 2016 Sept 1
Externally publishedYes

Keywords

  • motivation
  • social network sites
  • tie strength
  • word-of-mouth

ASJC Scopus subject areas

  • Library and Information Sciences

Fingerprint

Dive into the research topics of 'Motivations to engage in word-of-mouth behavior on social network sites'. Together they form a unique fingerprint.

Cite this