Understanding the Potential Influence of WeChat Engagement on Bonding Capital, Bridging Capital, and Electronic Word-of-Mouth Intention

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2021
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Pang, Hua
Wang, Jingying
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Sustainability. MDPI. 2021, 13(15), 8489. eISSN 2071-1050. Available under: doi: 10.3390/su13158489
Zusammenfassung

As the most prevalent social media platform in mainland China, WeChat enables interpersonal communication among users and serves as an innovative marketing platform for enterprises to interact with consumers. Although numerous studies have investigated the antecedents of electronic word-of-mouth (e-WOM), WeChat users’ specific behaviors still receive limited academic attention. Drawing from social capital theory and social exchange theory, this article develops a model to systematically explore three differentiated types of WeChat behaviors and their association with users’ social capital and e-WOM intention. The conceptual model is explicitly evaluated by utilizing web-based data gathered from 271 young people. Obtained results demonstrate the path effects indicating that: (1) WeChat use behaviors such as seeking, sharing, and liking can positively influence bonding social capital, while only the impacts of sharing and liking on bridging social capital are significant; (2) bonding and bridging social capital are both significant predictors of e-WOM intention, and bonding social capital is the more influential of the two; (3) bonding social capital partially mediates the effect of seeking on e-WOM intention. These findings are eloquent for researchers and operators to further grasp the increasing importance of WeChat adoption and social capital on young generations’ e-WOM intention in the evolving digital age.

Zusammenfassung in einer weiteren Sprache
Fachgebiet (DDC)
150 Psychologie
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social media; WeChat engagement; social capital; electronic word-of-mouth intention; young generation
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ISO 690PANG, Hua, Jingying WANG, Xiang HU, 2021. Understanding the Potential Influence of WeChat Engagement on Bonding Capital, Bridging Capital, and Electronic Word-of-Mouth Intention. In: Sustainability. MDPI. 2021, 13(15), 8489. eISSN 2071-1050. Available under: doi: 10.3390/su13158489
BibTex
@article{Pang2021-08Under-54706,
  year={2021},
  doi={10.3390/su13158489},
  title={Understanding the Potential Influence of WeChat Engagement on Bonding Capital, Bridging Capital, and Electronic Word-of-Mouth Intention},
  number={15},
  volume={13},
  journal={Sustainability},
  author={Pang, Hua and Wang, Jingying and Hu, Xiang},
  note={Article Number: 8489}
}
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