e-ISSN 2231-8542
ISSN 1511-3701

Home / Regular Issue / JTAS Vol. 24 (S) Nov. 2016 / JSSH-S0276-2016


Factors Influencing Electronic Word of Mouth (eWOM) Engagement on Social Networking Sites in Malaysia

Haslinda Hashim and Mohd Fadzil Ariffin

Pertanika Journal of Tropical Agricultural Science, Volume 24, Issue S, November 2016

Keywords: Electronic Word of Mouth, eWOM, Social Networking Sites, SNS, consumers engagement, trust, involvement, social media

Published on: 17 Feb 2017

As marketers have integrated social media, especially social networking sites (SNS), as an essential part of advertising and marketing strategies, insights into factors influencing consumers' eWOM engagement via SNS is becoming important. This research investigated factors influencing consumer eWOM on SNS in Malaysia. The research sample consisted of 291 respondents with active account for at least one of these SNS (Facebook, Twitter, YouTube and Instagram). Multiple regression analysis was used and the research findings confirmed that Trust in contacts on SNS, Involvement in SNS and Perceived Usefulness respectively have positive influence on customers' engagement in eWOM via SNS. This study concludes that eWOM via SNS as an emerging marketing tools is significant with substantial social implications. Accordingly, the discussion of findings, implication and recommendations for online marketers, firms and academician/researchers were discussed.

ISSN 1511-3701

e-ISSN 2231-8542

Article ID


Download Full Article PDF

Share this article

Recent Articles