Abstract:

Word-of-mouth (WOM) communication is acknowledged as a highly persuasive form of consumption-related communication because of its inherent credibility. While WOM communication is essentially beyond the control of marketers, strategic efforts to stimulate positive WOM communication and manage the effects of negative WOM communication are critical to an organisation’s competitive sustainability. Online social networking sites, of which Facebook is the largest, are especially suitable for the diffusion of electronic word-of-mouth (eWOM) communication. Harnessing the power of Facebook to stimulate the spread of positive eWOM communication about brands necessitates understanding the influence of link-sharing motives on eWOM communication. The purpose of this study was to determine the relationship between Generation Y university students’ link-sharing motives of information sharing and the social norm of link sharing, and their product information-sharing, opinion-seeking and opinion-giving behaviour on Facebook. A self-administered questionnaire was distributed to a convenience sample of 311 students registered at four campuses from three South African higher education institutions - one from a comprehensive university, two from a traditional university and one from a university of technology. Data analysis included correlation analysis, structural equation modelling, reliability analysis and construct validity analysis. Confirmatory factor analysis established that the five-factor structure comprising information-sharing and social norm link-sharing motives, and product information-sharing, opinion-seeking and opinion-giving behaviour on Facebook exhibited acceptable model fit and good internal-consistency reliability, composite reliability and construct validity. The results of the path analysis suggest the link-sharing motives of information sharing and social norm positively influence product information-sharing behaviour on Facebook. In turn, the findings of the study suggest that product information-sharing behaviour positively influences opinion-seeking and opinion-giving behaviour on Facebook,and that opinion-giving behaviour also positively influences opinion-seeking behaviour on the site.

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