Relationship Between Interpersonal Influence and E-wom in Social Networking Sites
Rajesh Verma1, Rahul Sharma2, Lalit Bhalla3, Megha Mehta4
1Rajesh Verma, Mittal School of Business, Lovely Professional University, (Punjab), India.
2Rahul Sharma, Mittal School of Business, Lovely Professional University, (Punjab), India.
4Lalit Bhalla, Mittal School of Business, Lovely Professional University, (Punjab), India.
5Megha Mehta, Mittal School of Business, Lovely Professional University, (Punjab), India.
Manuscript received on 03 May 2019 | Revised Manuscript received on 15 May 2019 | Manuscript Published on 23 May 2019 | PP: 351-356 | Volume-7 Issue-6S5 April 2019 | Retrieval Number: F10590476S519/2019©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Enhanced socialization activities by individuals over online social networking platforms, marketers have found themselves a great opportunity to engage in peer to peer (P2P) communication via electronic word of mouth.The three behavioural dimensions highlighted in past literature about electronic word of mouth are information pass along behaviour, opinion giving and seeking behaviour. In order to study the association between social relationships and eWOM (Electronic word of mouth) in online social network websites one of the prominent social relationships of interpersonal influencehas been selected, because it acts as a major factor in decision making by consumers. Keeping the same in mind interpersonal influence has been considered, to study its relationship with electronic word of mouth in online social network sites. For abetter understanding of thestated relationship, three constituents of interpersonal influence i.e. value expressive, utilitarian & informational influence have been considered.
Keywords: Interpersonal Influence, Value Expressive Influence, Informational Influence, Utilitarian Influence, Electronic Word of Mouth, Online Social Network Sites.
Scope of the Article: Social Networks