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.
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