Influence of Organizational Commitment and Job Satisfaction on Employees’ Intention to Provide eWOM: The Moderating Role of Perceived Company Reputation

Abstract

Staff word-of-mouth is a largely overlooked way to increase organizational attractiveness and recruit valuable human resource through employee referrals. The purpose of this research is to assess the influence of job satisfaction and organizational commitment on the employees’ willingness to convey positive information about their company on social networks. Our findings show that job satisfaction and affective commitment directly affect electronic word-of-mouth propensity, while the influence of continuance and normative commitment is strongly moderated by the perceived company reputation. These results indicate that companies can use satisfaction and affective commitment, as well as reputation, as leverages for driving employees to generate positive staff word-of-mouth in the online environment.