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



Share Proceeding

Featured papers

See More

Featured

“But, will you think it's important to use mouthwash?” How Visual Communication of a Set Impacts Perceived Set Completeness and Item Importance

Miaolei (Liam) Jia, University of Warwick, United Kingdom
Xiuping Li, National University of Singapore, Singapore
aradhna krishna, University of Michigan, USA

Read More

Featured

Shades of Rejections: The Effect of Rejection Frames on Commitment to Choice

Jen H. Park, Stanford University, USA
Itamar Simonson, Stanford University, USA

Read More

Featured

Economic Tremors and Earthquakes: Sharing, The Sharing Economy, Crowdfunding, Cryptocurrencies, and DAOs

Russell W. Belk, York University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.