Motivations To Engage In Different Levels Of eWOM And Their Outcomes: An Application To Instagram Users In Qatar

Abstract

Electronic word-of-mouth has been a topic of increased interest among marketing researchers. Due to the variety of online settings and variables to consider, the literature on eWOM is largely fragmented with some researchers focusing only on drivers and others on outcomes of eWOM. In an attempt to advance the literature and provide a more holistic view of the antecedents and effects of eWOM, this study examines how different motivations drive consumers to engage in different levels of eWOM and how this affects their consumer behavior. Data is collected using a survey among Qatar University students and analyzed using Structural Equation Modeling. This research provides valuable insights on motivations as drivers of different levels of eWOM engagement and their impact on purchase intention and loyalty. Managers can set up marketing campaigns accounting for the motivational drivers that increase eWOM engagement activities and therefore increase purchase intention and loyalty.