Paper Info
Title
Factors affecting pass-along email intentions (PAEIs): Integrating the social capital and social cognition theories
Abstract
While eWOM advertising has recently emerged as an effective marketing strategy among marketing practitioners, comparatively few studies have been conducted to examine the eWOM from the perspective of pass-along emails. Based on social capital theory and social cognitive theory, this paper develops a model involving social enablers and personal cognition factors to explore the eWOM behavior and its efficacy. Data collected from 347 email users have lent credit to the model proposed. Tested by LISREL 8.70, the results indicate that the factors such as message involvement, social interaction tie, affection outcome expectations and message passing self-efficacy exert significant influences on pass-along email intentions (PAEIs). The study result may well be useful to marketing practitioners who are considering email marketing, especially to those who are in the process of selecting key email users and/or designing product advertisements to heighten the eWOM effect.
Year
DOI
Venue
2009
10.1016/j.elerap.2008.11.001
Electronic Commerce Research and Applications
Keywords
Field
DocType
ewom behavior,email user,social cognition theory,viral marketing,social cognitive theory,ewom,ewom effect,email marketing,pass-along emails,effective marketing strategy,pass-along email intention,social capital theory,key email user,marketing practitioner,ewom advertising,message passing,social capital,data collection,marketing strategy,social cognition,self efficacy,social interaction
Marketing strategy,Social relation,Viral marketing,Social capital,Computer science,Social cognitive theory,Affection,Social cognition,Marketing,LISREL
Journal
Volume
Issue
ISSN
8
3
Electronic Commerce Research and Applications
Citations 
PageRank 
References 
22
1.05
19
Authors
3
Name
Order
Citations
PageRank
Chien-Chih Huang122410.26
Tung-Ching Lin245723.91
Kuei-Ju Lin3221.05