Intrinsic motivations and Electronic Word of Mouth Communication through Social Network Sites: Openness to Experince as A Moderater

Abstract

In the last decade, social media have attracted much attention in different industries contexts such as digital advertising. Marketing managers keep inducing consumers’ to generate a positive electronic word of mouth (e-WOM) about their products or services on social network sites (SNSs). Effective assortments of those factors that enhance individual’s engagement in online conversion on SNSs about specific products or services, is key success to growth. This conceptual paper aims to find out the impact of psychological factors on individuals engagement in e-WOM communication with the moderating effect of personality traits. Relevant studies have been perused and in view of that, the model was proposed. Based on the literature, psychological factors such as reputation and altruism play vital role in terms of users’ engagement in e-WOM communication. This paper also proposed that personal traits of SNSs users such as openness to experience moderate the relationship between these psychological factors and users’ engagement in such behavior.