The role of self-construal in consumers’ electronic word of mouth (eWOM) in social networking sites: A social cognitive approach |
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Authors: | Doohwang Lee Hyuk Soo Kim Jung Kyu Kim |
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Affiliation: | 1. Department of Journalism and Communication, Kyung Hee University, 1 Hoegi-dong, Dongdaemun-g, Seoul 130-701, Korea;2. Department of Advertising and Public Relations, The University of Alabama, USA;3. Department of Advertising and Public Relations, Kyungsung University, Busan, Korea |
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Abstract: | The current study reconceptualized self-construal as a social cognitive indicator of self-observation that individuals employ for developing and maintaining social relationship with others. From the social cognitive perspective, this study investigated how consumers’ self-construal can affect consumers’ electronic word of mouth (eWOM) behavior through two cognitive factors (online community engagement self-efficacy and social outcome expectations) in the context of a social networking site. This study conducted an online experiment that directed 160 participants to visit a newly created online community. The results demonstrated that consumers’ relational view became salient when the consumers’ self-construal was primed to be interdependent rather than independent. Further, the results showed that such interdependent self-construal positively influenced consumers’ eWOM behavioral intentions through their community engagement self-efficacy and their social outcome expectations. |
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Keywords: | Online community Social networking sites Electronic word of mouth Social cognitive theory |
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