The on-line social networks or social media facilitated the interactions and the information\r\nsharing between the Internet users. The marketers aware of the importance of the word of\r\nmouth and recommendation, tried to use the social networks to contact consumers and\r\nencourage them to promote their brands by playing the role of market mavens. In this study we\r\ntried to identify the motivations or the determinants of the word of mouth on the on-line social\r\nnetworks. For that purpose, we presented an integrator model which includes psychological\r\nand social factors to understand this phenomenon. We conduct exploratory and confirmatory\r\nanalysis to ascertain friability and validity of measures. We used PLS analysis to test hypothesis.\r\nFindings and managerial implication are also presented.
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