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Understanding the Justice Fairness Effects on eWOM Communication in Social Media Environment

Understanding the Justice Fairness Effects on eWOM Communication in Social Media Environment
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Author(s): Muhammad Sohaib (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China), Peng Hui (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China), Umair Akram (Guanghua School of Management, Peking University, Beijing, China), Abdul Majeed (School of International Trade and Economics, University of International Business and Economics, Beijing, China), Zubair Akram (School of Management and Economics, Beijing Institute of Technology, Beijing, China)and Muhammad Bilal (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China)
Copyright: 2019
Volume: 15
Issue: 1
Pages: 16
Source title: International Journal of Enterprise Information Systems (IJEIS)
Editor(s)-in-Chief: Gianluigi Viscusi (Linköping University, Sweden)
DOI: 10.4018/IJEIS.2019010104

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Abstract

This article integrates the trust and justice fairness to construct a model for investigating the motivations behind customers eWOM in social media environment, specifically WeChat. Using data from the online surveys of netizens in China, the proposed model was verified and validated by using the structure equation modeling (SEM) technique. The outcomes reveal that customer trust appear to be mostly driven by interactional fairness, which in turn effects satisfaction. Procedural fairness and interactional fairness impacts considerably positive on satisfaction. Trust and satisfaction have a direct positive effect on the eWOM. However, trust has indirect influence on eWOM through the satisfaction. Discussions provide the useful implications for managers and future directions.

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