Document Type : Research Paper
Authors
1 Ph.D. Student. in Department of Business Management, Aliabad Katoul branch, Islamic Azad University, Aliabad Katoul, Iran.
2 Prof. in Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.
3 Assistant Prof. in Department of Business Management, Tonekabon Branch, Islamic Azad University, Tonekabon, Iran.
4 Assistant Prof. in Department of Industrial Engineering, Aliabad Katoul branch, Islamic Azad University, Aliabad Katoul, Iran.
Abstract
The advent of social media has contributed to the advancement and development of word-of-mouth communication, and has led to the emergence of a new phenomenon called electronic word-of-mouth (e-WOM). This mixed-methods developmental research aimed to identify and prioritize the dimensions of e-WOM in interpersonal Communications of sporting goods customers on social networks. Therefore, the meta-synthesis method and the Best-Worst Method (BWM) were used to identify and prioritize the dimensions of e-WOM, respectively. In the qualitative section, 158 articles were analyzed and 28 articles related to the research topic were finally selected, and in the quantitative section, 10 administrators of social networks working in 5 online sporting goods stores were selected as the experts using convenience sampling. In the qualitative section, the data were analyzed using Sandlowski and Barroso’s Meta-Synthesis Method, and in the quantitative section, the data were analyzed using BWM in MAXQDA and LINGO. Based on the findings, the dimensions of e-WOM were classified into 5 categories of communication elements, message platform, effectiveness of message, information exchange and outcomes of e-WOM. Moreover, 10 axial codes and 70 open codes were also identified. In addition, the most important categories included effectiveness of message, message platform, information exchange, communication elements and outcomes of e-WOM, respectively. The results can help social network managers effectively manage their e-WOM practices.
Keywords
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