eThesis - Kauppakorkeakoulun sähköiset gradut

The purpose of this study is to gain new knowledge on what drives consumers to spread online electronic word-of-mouth (eWOM) about companies, brands and products. The focus is on six key-drivers identified in prior WOM literature, namely positive self-enhancement, anxiety reduction, concern for other consumers, helping the company, advice seeking and vengeance, and on whether there is a difference between the drivers of consumer engagement to in-group eWOM (eWOM among close friends and family) and consumer engagement to out-of-group eWOM (eWOM among unknown people).

By using survey data from 202 Finnish-speaking Internet users and structural equation modeling it is found that consumers' willingness to spread eWOM is driven by their need for positive self-enhancement and anxiety reduction, which in turn arouse concern for other consumers and need for advice seeking. These two motives are then processed by spreading eWOM primarily with friends and family, and secondarily with unknown people. In light of these findings it is suggested that companies looking to utilize eWOM in their marketing need to respond to consumers' need for self-enhancement and anxiety reduction by providing ways for consumers to help each other in solving their consumption related problems.