What is it about?
This study provides insight into how social relationships perspective influence on online Word-of- Mouth and knowledge sharing on social networking sites (SNSs). By using the sample from 385 Egyptian college students - who spend more time on SNSs, this study investigates the relationship among the use of SNSs, users’ social Relationships, online Word-of-Mouth, and knowledge sharing. Partial Least Square (PLS) was utilized to examine the hypotheses through a questionnaire designed on the Likert seven-point scale. The results indicated that the intensity of usage of SNSs is a positively related with social relationship factors which has a positive effect on online WOM; in addition, online WOM has positively significant influence on knowledge sharing. The results also indicated that male students are found to have more social relationship than female counterparts do. Male students feel more strongly about knowledge sharing when they perceive that online WOM communication is good.
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Why is it important?
I believe that social relationships perspective effects in online WOM and knowledge sharing on SNSs. Moreover, online WOM can play an important role in knowledge sharing in the context of SNSs. In this light, close examination of social relationship–related variables should provide useful insight to both online WOM and knowledge sharing among SNSs users. Therefore, we need to understand which social relationship variables are potential predictors of online WOM and knowledge sharing, and how online WOM leads to knowledge sharing in SNSs. Little is known about the potential predictors of online WOM or knowledge sharing in the virtual marketing or digital marketing, particularly a social media phenomenon is continuing to grow at a fast pace. This paper closes these research gaps by exploring relationship between the SNSs usage intensity and social relationships perspective (social capital, tie strength, trust, and interpersonal influence); and examining the impact of social relationships perspective on online WOM and knowledge sharing in the context of SNSs.
Perspectives
Prof. Sherein Hamed Abou-Warda is a Professor of Business Administration and Deputy Dean, Faculty of Commerce, Kafrelsheikh University, Egypt. She holds a PhD Degree in Business Administration. She worked as a Head of Business Administration Department, Director of Quality Assurance Centre, Coordinator of Assessment of Higher Education Learning Outcomes (AHELO) and Director of Innovation and Entrepreneurship Center, Kafrelsheikh University. Prof. Warda is presently a reviewer at Journal of Higher Education Research & Development, International Journal of Productivity and Performance, Journal of Educational Research, and International Journal of Management Education. Her previous publications are papers titled: “Mediation Effect of sustainability competencies on the relation between barriers and project Sustainability”, Sustainability Accounting, Management and Policy Journal; “A synthesis model of sustainable market orientation: conceptualization, measurement, and influence on academic accreditation”, Journal of Marketing for Higher Education; Entrepreneurial orientation in business schools: a comparative study of higher education systems in Egypt”, International Journal of Educational Management; Technology; “New Educational Services Development: Framework for Technology Entrepreneurship Education at Universities in Egypt”, International Journal of Educational Management; “DEA Approach to Enhancement of Internal Quality Assurance Systems in Technical Departments” Arab Journal of Administrative Sciences; and “A Standardized Marketing Audit Model for Entrepreneurship Education in Egypt”, International Journal of Service Science, Management, Engineering. Prof. Sherein Hamed Abou-Warda can be contacted at: dr.shery_warda@yahoo.com
Professor Sherein Hamed Abou-Warda
Kaferelshiek University
Read the Original
This page is a summary of: The Impact of Social Relationships on Online Word-of-Mouth and Knowledge Sharing in Social Network Sites, International Journal of Online Marketing, January 2016, IGI Global,
DOI: 10.4018/ijom.2016010101.
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