Motives behind positive electronic Word-of-Mouth on social networking sites : So, why do you "like" that?

Consumers are increasingly engaging with brands on social networking sites (SNS) through activities such as sharing, commenting, liking and recommending products or brands to other consumers. These types of recommendations are referred to as electronic word‐of‐mouth (eWOM) and are proven to have a significant influence on consumers’ purchasing decisions. Previous research has investigated motives for traditional WOM and motives for eWOM on opinion platforms. This study proposes that eWOM on SNSs is a combination of traditional WOM and eWOM on opinion platforms. By using a sample of 154 Swedish Facebook users, this study explores why consumers engage in positive eWOM communication on SNSs. This is done by testing 6 validated motives that are identified in previous research in the new context. The resulting analysis suggests that consumers’ need for social interaction and desire to express positive emotions are the primary drivers behind engagement in positive eWOM communication on SNSs. The findings confirm that eWOM on SNSs contains elements of both traditional WOM and eWOM on opinion platforms and should thus be considered as a unique context where eWOM takes place