From reviews to conversions: What drives and prevents users from sharing eWOM on social media

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.

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