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Article

Word-of-Mouth Engagement in Online Social Networks: Influence of Network Centrality and Density

by
Bogdan Anastasiei
1,
Nicoleta Dospinescu
1,* and
Octavian Dospinescu
2,*
1
Department of Management, Marketing and Business Administration, Faculty of Economics and Business Administration, University Alexandru Ioan Cuza, 700506 Iasi, Romania
2
Department of Accounting, Business Information Systems and Statistics, Faculty of Economics and Business Administration, University Alexandru Ioan Cuza, 700506 Iasi, Romania
*
Authors to whom correspondence should be addressed.
Electronics 2023, 12(13), 2857; https://doi.org/10.3390/electronics12132857
Submission received: 19 May 2023 / Revised: 21 June 2023 / Accepted: 26 June 2023 / Published: 28 June 2023
(This article belongs to the Special Issue Recent Applications of Emerging Digital Technologies in Economy and Society)
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Abstract

This paper investigates the effect of network centrality and network density on the propensity to engage in positive and negative eWOM, using social networks usage as a moderating variable. The research method was Structural Equation Modeling, and the data were collected through a survey conducted on 436 respondents from Romania. Findings showed that centrality and density only affect negative eWOM intent, the relationship being stronger at higher levels of network usage. In consequence, influential network members are more readily inclined to produce unfavorable eWOM. Subsequently, companies should make continuous efforts to spot and turn around bad publicity online.
Keywords: e-WOM engagement; network centrality; network density e-WOM engagement; network centrality; network density

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MDPI and ACS Style

Anastasiei, B.; Dospinescu, N.; Dospinescu, O. Word-of-Mouth Engagement in Online Social Networks: Influence of Network Centrality and Density. Electronics 2023, 12, 2857. https://doi.org/10.3390/electronics12132857

AMA Style

Anastasiei B, Dospinescu N, Dospinescu O. Word-of-Mouth Engagement in Online Social Networks: Influence of Network Centrality and Density. Electronics. 2023; 12(13):2857. https://doi.org/10.3390/electronics12132857

Chicago/Turabian Style

Anastasiei, Bogdan, Nicoleta Dospinescu, and Octavian Dospinescu. 2023. "Word-of-Mouth Engagement in Online Social Networks: Influence of Network Centrality and Density" Electronics 12, no. 13: 2857. https://doi.org/10.3390/electronics12132857

APA Style

Anastasiei, B., Dospinescu, N., & Dospinescu, O. (2023). Word-of-Mouth Engagement in Online Social Networks: Influence of Network Centrality and Density. Electronics, 12(13), 2857. https://doi.org/10.3390/electronics12132857

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