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 MoreFeatured
Can “Related Articles” Correct Misperceptions from False Information on Social Media?
Yu Ding, Columbia University, USA
Mira Mayrhofer, University of Vienna
Gita Venkataramani Johar, Columbia University, USA
Featured
Conducting Consumer-Relevant Research
Jeffrey Inman, University of Pittsburgh, USA
Margaret C. Campbell, University of Colorado, USA
Amna Kirmani, University of Maryland, USA
Linda L Price, University of Oregon, USA
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