Title: Consumer attitude and engagement with eWOM on social online network

Authors: Peter El Moujabber

Addresses: Holy Spirit University of Kaslik, Beirut, Kesrouan, Lebanon

Abstract: The purpose of this paper is to study the Lebanese eWOM communication behaviour pattern in terms of impact of the attitude toward the concept and toward the value of the communicated arguments on the engagement with eWOM communication. In this context and as theoretical frame, Maslow, dual processing and the expectancy value theories were retained as underpinning theories to develop the proposed conceptual model. A structural equation modelling procedure was employed to empirically test the model using data collected online through tested and validated survey from a sample of 650 respondents. The results suggest that the attitude toward the eWOM communication arguments would represent the only mediator explaining the why behind the eWOM engagement in both directions: sending and receiving arguments. On the other hand, the attitude toward the concept would represent as mediator to explain the reasons behind reviewing the arguments without necessary leading to the engagement phase.

Keywords: consumer attitude; social media; eWOM concept; eWOM argument; eWOM engagement.

DOI: 10.1504/IJWI.2023.134995

International Journal of Work Innovation, 2023 Vol.4 No.4, pp.315 - 337

Received: 18 Jun 2023
Accepted: 21 Jun 2023
Published online: 23 Nov 2023 *

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