Effect of social identity on the generation of electronic word-of-mouth (eWOM) on Facebook

This study examines how social identity affects the generation of electronic word-of-mouth (eWOM). We develop a structural equation model (SEM) comprising self-enhancement, social capital, and social presence as explanatory variables of social identity. We propose that, through these variables, the social identity construct has a positive relation with eWOM and its generation on social media. We analyze this effect by empirically estimating the...