Consumer engagement with eWOM on social media: the role of social capital

Purpose The nature of digital media channels are important factors in explaining consumers’ behavior over the Web, and specifically on social network sites (SNS). The purpose of this paper is to propose a conceptual framework explaining consumer engagement with electronic word of mouth (eWOM) communication via SNS, based on key attributes of this media channel. Design/methodology/approach Based on the expectancy value theory (EVT), a conceptual...