Modeling pathway linking mobile social media intensity to attitude towards electronic word-of-mouth and engagement: The significant role of social trust and perceived homophily

Abstract

Along with the rapid development of diversified social media, WeChat has become a prevalent social tool in mainland China which allows users to connect and communicate with others spanning time and distance. Although a great deal of empirical literature has explored the antecedents of electronic word-of-mouth (e-WOM) and indicated that a link exists between social capital and e-WOM engagement, the specific dimensions of social capital are still rarely probed and investigated, especially in the mobile social media setting. The present research takes a social capital perspective and aims to systematically clarify three distinct dimensions of social capital, attitude towards e-WOM and their association with WeChat users' e-WOM engagement behaviors. The current research analyzes variables and their influence using structural equation modeling. The statistical sample was obtained from 365 young people who have used WeChat in mainland China. The obtained results demonstrate that WeChat usage intensity can positively influence social interaction ties, social trust, and perceived homophily. Additionally, social interaction ties, social trust, and perceived homophily can positively predict WeChat users' e-WOM engagement. Furthermore, attitude towards e-WOM can partially mediate the effect of social capital on e-WOM engagement. These new findings may enrich the existing research body of social capital theory and provide fresh insights for scholars and managers to further understand individuals' attitudes and e-WOM engagement behaviors in the contemporary new media environment.