IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

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

Understanding the Justice Fairness Effects on eWOM Communication in Social Media Environment
View Sample PDF
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: 2022
Pages: 17
Source title: Research Anthology on Social Media Advertising and Building Consumer Relationships
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-6684-6287-4.ch074

Purchase

View Understanding the Justice Fairness Effects on eWOM Communication in Social Media Environment on the publisher's website for pricing and purchasing information.

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.

Related Content

Nitesh Behare, Rashmi D. Mahajan, Meenakshi Singh, Vishwanathan Iyer, Ushmita Gupta, Pritesh P. Somani. © 2024. 36 pages.
Shikha Mittal. © 2024. 21 pages.
Albérico Travassos Rosário. © 2024. 31 pages.
Carla Sofia Ribeiro Murteira, Ana Cristina Antunes. © 2024. 23 pages.
Mario Sierra Martin, Alvaro Díaz Casquero, Marina Sánchez Pérez, Bárbara Rando Rodríguez. © 2024. 17 pages.
Poornima Nair, Sunita Kumar. © 2024. 18 pages.
Neli Maria Mengalli, Antonio Aparecido Carvalho. © 2024. 16 pages.
Body Bottom