Purpose

This study aims to systematically evaluate the psychological factors of independent versus interdependent self-construal, self-evaluation motives of enhancement versus verification, and the mediating role of bridging and bonding social capital on consumers' positive and negative brand-related electronic word-of-mouth (eWOM) sharing with in-group and out-group audiences.

Design/methodology/approach

The online survey was conducted with young adult consumers in the Netherlands (N = 322). Multiple regression analysis with PROCESS was used to test the hypotheses.

Findings

Consumers with independent self-construal are more likely to share negative eWOM, particularly via social messengers with in-group members. These consumers, however, tend to share positive eWOM on companies' social media accounts that reach out-group audiences including online strangers. Additionally, self-evaluation was the key motivation driving positive eWOM sharing with in-groups, while bridging social capital mediated the effects of self-construal on sharing negative eWOM.

Originality/value

The paper provides a more holistic understanding of the factors impacting the valence and intended audience for eWOM sharing. The findings advance eWOM research by differentiating positive and negative eWOM sharing in the context of intergroup communication.

中文翻译：

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社交媒体上的目标受众和电子口碑的价值：对荷兰消费者的研究

目的

这项研究旨在系统地评估独立与相互依存的自我建构的心理因素，增强与验证的自我评估动机，以及桥接和结合社会资本对消费者正负品牌相关电子词的中介作用。与小组内和小组外观众分享口头（eWOM）。

设计/方法/方法

在线调查是针对荷兰的年轻成年人（N  = 322）进行的。使用PROCESS的多元回归分析来检验假设。

发现

具有独立自我建构的消费者更有可能分享负面的eWOM，尤其是通过与团体内成员的社交使者。但是，这些消费者倾向于在公司的社交媒体帐户上分享积极的eWOM，这些社交媒体帐户吸引了包括在线陌生人在内的群体受众。此外，自我评估是推动积极的与小组内电子口碑分享的主要动机，而桥接社会资本介导了自我建构对分享负面的电子口碑的影响。

创意/价值

本文对影响eWOM共享的价数和预期受众的因素提供了更全面的了解。这些发现通过在群体间交流的背景下区分积极和消极的eWOM共享，促进了eWOM研究。