Effect of perceived relational characteristics of online social network on e-WOM and purchase intention: exploring mediating role of trust

Abstract

This paper explores the effect of perceived online social network characteristics and interpersonal trust on formation of attitude and intention to pass along electronic word of mouth about online stores as well as intention to purchase from those stores which use online social media marketing. Tie strength, homophily, embeddedness, cohesiveness and social capital have been considered as antecedents of trust, which lead to formation of attitude and intention to pass along electronic word of mouth as well as to purchase. The proposed conceptual model, based on existing literature, is empirically verified with 424 online social media users, employing partial least square. This study is among the very few empirical investigations done on antecedents of trust in online social media marketing focusing only on perceived relational characteristics of online social networks.