The Impact of Social Relationship One-Wom Intention in Social Networking Sites (SNS) in Indonesia

Abstract

Social Networking Site (SNS) as one of online media has the advantage of reaching the global market quickly and easily. Therefore, the understanding of electronic Word of Mouth (e-WOM) in SNS is crucial. This research aims to examine the impact of social relationship on e-WOM (electronic Word of Mouth) intention of Indonesia’s SNS (Social Networking Sites) users. Having a large population and SNS users, Indonesia has a highly potential market for deploying e-WOM rapidly. There are four variables of social relationship which are predicted as having a significant impact on e-WOM behavior, such as social capital (which consists of 2 dimensions; bridging social capital and bonding social capital variable), trust, identification, and interpersonal influence (which consists of 2 dimension; normative and informational variables). The result shows that the variables of bonding social capital, normative influences, and informative influences positively influence e-WOM intention. However, the result also indicates that the variables of bridging social capital and trust do not significantly give positive impacts on e-WOM intention.