0000000000292468
AUTHOR
Jose Tronch
Does social climate influence positive eWOM? A study of heavy-users of online communities.
Abstract This paper provides a deeper understanding of the role of social influences on positive eWOM behaviour (PeWOM) of heavy-users of online communities. Drawing on Social Interaction Utility Framework, Group Marketing and Social Learning Theories, we develop and test a research model integrating the interactions between the social climate of a website and Interpersonal Influences in PeWOM. 262 Spanish heavy-users of online communities were selected and the data analysed using partial least squares equation modelling. Overall, the model explains 59% of the variance of PeWOM on online communities. Findings reveal that interaction with other members of the online community (Social Presenc…
Key Drivers of Customer Loyalty to Web 2.0 Accommodation Services: An Abstract
Online travel communities are regarded as a key communication channel for web-based marketing in the travel industry (Bilgihan et al. 2016; Filieri 2015). The aim of this paper is to gain insight on key drivers of customer loyalty to websites selling accommodation services in online travel communities. We go beyond satisfaction, taking into account emotions and social influences. This paper intends to make three contributions. Firstly, it develops a conceptual model of the relationships between emotion factors and their direct (satisfaction) and indirect (trust, attitude and loyalty) outcome variables. Secondly, although the linear relationship between satisfaction, trust and loyalty seems …