Antecedents of WOM: SNS-user segmentation

Abstract

Purpose

The aim of this study is to analyze the antecedents of word-of-mouth (WOM) in a social networking sites (SNS) context, based on social identification theory and uses and gratification theory. This general objective can be divided into two sub-objectives. First, to measure the relationship between social identity, altruism and perceived encouragement as antecedents of WOM in SNS. Second, to study the existence of SNS-user segments which have differentiated behaviors according to the proposed model.

Design/methodology/approach

Partial least squares (PLS) has been used to analyze both validity and reliability of the measurement scales and the estimation of the structural model. Next, the heterogeneity of SNS-users has been analyzed using the finite mixture segmentation FIMIX-PLS. Furthermore, a multi-group analysis (MGA-PLS) has been used to analyze the differences between the behaviors of the resulting segments.

Findings

The main conclusion of this study is that social identity and perceived encouragement are worthy predictors of WOM. Additionally, there is a strong relationship between social identity and perceived encouragement. Another significant consequence is the existence of a large quantity of unobserved heterogeneity. Unsociable users, habitual users and obligated users show different behaviors regarding the relationships between the variables of the proposed model.

Originality value

The results indicate that in general WOM communications transmitted by SNS-users are not motivated by altruism or by their willingness to help others. In addition, social identity and perceived encouragement are good predictors of WOM. Another originality of this research is that considering only one general model hides a large amount of unobserved heterogeneity: different segments of users showed diverse behaviors regarding the model’s variables.

Citation

Arenas-Gaitán, J., Rondan-Cataluña, F.J. and Ramírez-Correa, P.E. (2018), "Antecedents of WOM: SNS-user segmentation", Journal of Research in Interactive Marketing, Vol. 12 No. 1, pp. 105-124. https://doi.org/10.1108/JRIM-07-2017-0052