Drawing on the Uses and Gratifications Theory, this study investigates what drives and prevents social media users from sharing electronic word of mouth (eWOM). The results of the online survey conducted among 511 respondents and logistic regression analyses reveal that using social media for self-promotion is a significant predictor of the frequency of eWOM spreading. Gender also plays a role, with women spreading eWOM more frequently than men. Additionally, LinkedIn users are nearly five times more likely to use social media to spread eWOM than non-users, and follower count is positively associated with the frequency of eWOM sharing. The study highlights barriers such as private nature of user profiles, embarrassment, and lack of content creation skills, which limit eWOM spreading. Together, these findings offer practical insights for brands seeking to foster authentic engagement and influence consumer purchase decisions through user-generated content.

The expansive, rapid changes driven by digital technologies and consumer resistance to advertising result in the implementation of new strategies in marketing communications. Brand ambassador programs represent an important emerging trend in marketing practice, yet they remain underexplored in academic research. This study clarifies the differences between different WOM marketing practices and illustrates three case studies of brand ambassador programs in which ordinary individuals are encouraged to spread positive eWOM as examples of recombinant innovations. By showing their structure and effects, this research provides marketers with concrete guidelines on how to incorporate brand ambassador programs in innovative marketing communications.

There is a growing interest in marketing communications on social media and word of mouth. More and more companies operate in an international context. However, cross-cultural research on the relationship between marketing communications on social media and electronic word-of-mouth (eWOM) is very scarce. By filling the research gap, the purpose of this study is to assess the influence of marketing communications on Facebook on eWOM in different countries. The results of content analysis of 1,040 Facebook posts show that 27% of the variance of eWOM is explained by the geographic market. This study allows a deeper understanding of marketing communication processes in the virtual environment and provides concreto guidelines on content having a positive influence on eWOM.