PREDICTORS OF OPINION SEEKING, PASSING AND SPREADING IN ELECTRONIC WORD OF MOUTH AMONG MACEDONIAN CONSUMERS

Ana Tomovska Misoska, Ilijana Petrovska, Petar Zdravevski

Abstract


The importance of Word of Mouth as a way of transferring consumption information is growing. However, there is a lack of research about predictors of Word of Mouth (WOM) and especially electronic Word of Mouth (eWOM). Therefore the aim of this paper is to investigate the following predictors of eWOM among Macedonian consumers: tie strength, homophily, trust, normative influence and informational influence.There are three aspects of eWOM that are part of the study: opinion seeking, opinion passing and opinion spreading. The study includes 223 participants from the Republic of Macedonia with different age from both genders. It utilizes an instrument used in previous research in a number of other countries. The results show that normative and informative influence are significant predictors of consumers’ engagement in eWOM.

Keywords: electronic word of mouth, predictors of eWOM, consumers


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