Abstract
This study examined the motivations of user engagement in electronic word-of-mouth behavior through a netnography. The sample includes more than 2,000 posts from the Chinese microblog-Sina Weibo and 20 follow-up interviews about film reviews. 5 types of motivations were examined, including egoistic motivations, motivations for the reward, reciprocal motivations, altruistic motivations, and motivations in the sense of community. Results confirmed the effect of egoistic motivations, reciprocal motivations, and motivations in the sense of community for the increasing volume of eWOM. However, motivations for the reward and altruistic motivations were found less powerful. Hence, the reward was found to decrease the generation of eWOM.The findings would give implications for marketers to plan and leverage eWoM and help scholars understand eWoM in a microblog context.
Recommended Citation
Lu, Shiyao and Tian, Ming, "Motivations of User Engagement in eWOM of Chinese Microblog" (2021). ICEB 2021 Proceedings (Nanjing, China). 8.
https://aisel.aisnet.org/iceb2021/8