“Activate Consumers on Facebook!” Community Identification’s Mediating Effect Between Social Media Engagement and Online Word-of-Mouth

• In Event: ICA Plenary Interactive Paper/Poster Session and Reception
  In Interactive Paper Session: Public Relations Interactive Poster Session

Abstract

This study examined college students’ social media engagement with corporate Facebook sites and online word-of-mouth (e-WOM) behaviors. A survey was conducted in a U.S. medium-size university to test community identification’s mediating effect between social media engagement and e-WOM. 335 completed responses were collected. Results showed that active Facebook engagement accounted for more variance than passive engagement in predicting community identification and predicting active e-WOM behaviors. On the other hand, passive engagement explained more variance than active engagement in predicting passive e-WOM. Hierarchical regressions along with an Aroian test indicated that community identification significantly mediated the relationship between active Facebook engagement and active e-WOM. However, gender did not significantly moderate the relationship between Facebook engagement and e-WOM. Theoretical and practical implications were discussed.

Authors

• Qinghua Yang, University of Miami

• Zongchao Li, U of Miami