D8. Why Employees Communicate Positive Ewom on Social Networking Sites: Motivations and Moderators

This paper aims at exploring what motivate employees to voluntarily create positive eWOM on SNS. Its theoretical contributions and managerial implications are connecting eWOM and OCB literature from perspective of internal employees, distinguishing from employees’ knowledge sharing research, elaborating the way to motivate employees to create positive eWOM for managers.



Citation:

Jing Zhang and Ya Zhang (2018) ,"D8. Why Employees Communicate Positive Ewom on Social Networking Sites: Motivations and Moderators", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 938-938.

Authors

Jing Zhang, 华中科技大学管理学院
Ya Zhang, 华中科技大学管理学院



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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