Analyzing the Effect of Social Identity, Perceived Encouragement and Altruism on Word of Mouth on Facebook

DOI

10.2991/aebmr.k.210628.022How to use a DOI?

Keywords

social identity, perceived encouragement, altruism, word of mouth

Abstract

This study aims to determine the effect of social identity, perceived encouragement, and Altruism on word of mouth (WOM) on Facebook. An empirical study was conducted by distributing questionnaires to 120 Adidas brand users who are the Adidas brand followers on Facebook. The analysis results using the Structural Equation Model (SEM) show that there is an influence of social identity, perceived encouragement, and Altruism on WOM. Perceived encouragement and altruism variables can mediate the influence of social identity on word of mouth. This proves that Facebook as a social media platform allows social media users to connect with businesses and even transfer information in WOM.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Marianus H. Mahat
AU  - Juliani D. Trisnawati
AU  - Veny Megawati
PY  - 2021
DA  - 2021/06/29
TI  - Analyzing the Effect of Social Identity, Perceived Encouragement and Altruism on Word of Mouth on Facebook
BT  - Proceedings of the 18th International Symposium on Management (INSYMA 2021)
PB  - Atlantis Press
SP  - 134
EP  - 138
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210628.022
DO  - 10.2991/aebmr.k.210628.022
ID  - Mahat2021
ER  -