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Zaira Camoiras-Rodríguez
Universidade de Santiago de Compostela- Facultade de CC. Económicas e Empresariais
Spain
https://orcid.org/0000-0002-1195-2133
Concepción Varela-Neira
Universidade de Santiago de Compostela- Facultade de CC. Económicas e Empresariais
Spain
https://orcid.org/0000-0003-1096-7541
Vol 29 No 1 (2020), Articles, pages 1-18
DOI: https://doi.org/10.15304/rge.29.1.6123
Submitted: 26-06-2019 Accepted: 04-12-2019 Published: 10-05-2020
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Abstract

Social networking sites have greatly increased in recent years in terms of use by consumers and companies, with more and more frequent development of marketing communication strategies in these media. Companies are increasing their invest-ment in social networking sites in order to attract new consumers through electronic word of mouth (e-WOM) and stimulate purchase intention.
This study contributes to literature by increasing knowledge of the factors that help improve the e-WOM resulting from a promotion made by a brand in social networking sites, through a combined model. The empirical contrast is made with a sample of university students with presence on different social networking sites. The developed analyses are carried out by means of a model of structural equations. The results show the relevant role of the exchange of online experiences between consumers and the commitment to the social network on the intention of eWOM. Likewise, they emphasize the importance of opportunity and identification with the social networking site as determinants of these antecedents.

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