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.
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.
Jing Zhang, 华中科技大学管理学院
Ya Zhang, 华中科技大学管理学院
NA - Advances in Consumer Research Volume 46 | 2018
R5. Autonomy or Enjoyment? The Contingent Nature of Brand Ritual
Yaxuan Ran, Zhongnan University of Economics and Law
Echo Wen Wan, University of Hong Kong
D7. ‘That’s (Not) My Business’: Examining Behavior, Interactions and Implications of Consumer Brand Advocates and Brand Adversaries in Social Media
Marcus Opitz, University of Vienna
Sabine Einwiller, University of Vienna
M9. Exploring Historical Nostalgia and its Relevance to Consumer Research
Matthew Farmer, University of Arizona, USA
Caleb Warren, University of Arizona, USA