The influence of credibility and social capital on e-wom with attitude as a mediation variable by Gen Z Tiktok users in Padang City
Keywords:
Credibility; social capital; attitude; ewom
Abstract
This study aims to analyze how the influence of credibility and social capital on EWOM with attitude as a mediation variable by gen Z TikTok users in Padang City (study on brand Somethinc). This research was conducted using quantitative methods. The population of this research is gen Z TikTok users in Padang City who ever sees or reviews about brand Somethinc. The research sample was 200 respondents. This study uses a structural equation model (SEM) test with smart-PLS 3.0 software.
The results of this study include: (1) Credibility has a positive significant effect on Attitude. (2) Social Capital has a positive significant effect on Attitude. (3) Attitude has a positive significant effect on EWOM. (4) Social Capital has a positive significant effect on Credibility. (5) Credibility has a significant indirect effect on EWOM with Attitude as a mediating variable. (6) Social Capital has a significant indirect effect on EWOM with Attitude as a mediating variable.
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References
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App Annie. (n.d.). App Annie.
Ayeh, J. K., Au, N., & Law, R. (2013). “Do We Believe in TripAdvisor?” Examining Credibility
Perceptions and Online Travelers’ Attitude toward Using User-Generated Content. Journal of
Travel Research, 52(4), 437–452. https://doi.org/10.1177/0047287512475217
Bohner, & Wanke. (2002). Social Psychology (A Modular). NY: Psychology Press.
Bolino, M. C., Turnley, W. H., & Bloodgood, J. M. (2002). Citizenship Behavior and the Creation of
Social Capital in Organizations. The Academy of Management Review, 27(4), 505.
https://doi.org/10.2307/4134400
Casaló, L. V., Flavián, C., & Guinalíu, M. (2011). Understanding the intention to follow the advice
obtained in an online travel community. Computers in Human Behavior, 27(2), 622–633.
https://doi.org/10.1016/j.chb.2010.04.013
Cheng, Y. H., & Ho, H. Y. (2015). Social influence’s impact on reader perceptions of online reviews.
Journal of Business Research, 68(4), 883–887. https://doi.org/10.1016/j.jbusres.2014.11.046
Chih, W. H., Hsu, L. C., & Ortiz, J. (2020). The antecedents and consequences of the perceived positive eWOM review credibility. Industrial Management and Data Systems, 120(6), 1217–1243.
https://doi.org/10.1108/IMDS-10-2019-0573
Chiu, C. M., Hsu, M. H., & Wang, E. T. G. (2006). Understanding knowledge sharing in virtual
communities: An integration of social capital and social cognitive theories. Decision Support
Systems, 42(3), 1872–1888. https://doi.org/10.1016/j.dss.2006.04.001
Dakwah, J., Komunika, P., & Effendi, M. (2010). PERANAN INTERNET SEBAGAI MEDIA
KOMUNIKASI. 4(1), 130–142.
Flanagin, A. J., & Metzger, M. J. (2008). The credibility of volunteered geographic information.
GeoJournal, 72(3–4), 137–148. https://doi.org/10.1007/s10708-008-9188-y
Gvili, Y., & Levy, S. (2016). Antecedents of attitudes toward eWOM communication: differences
across channels. Internet Research, 26(5), 1030–1051. https://doi.org/10.1108/IntR-08-2014-0201 Gvili, Y., & Levy, S. (2018). Consumer engagement with eWOM on social media: the role of social
capital. Online Information Review, 42(4), 482–505. https://doi.org/10.1108/OIR-05-2017-0158
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2018).
11
Author et al. / Marketing Management Studies Vol (No), 20XX, XX-XX
Multivariate Data Analysis. https://doi.org/10.1002/9781119409137.ch4
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via
consumer-opinion platforms: What motivates consumers to articulate themselves on the
Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073 Huete-Alcocer, N. (2017). A literature review of word of mouth and electronic word of mouth: Implications for consumer behavior. Frontiers in Physiology, 8(JUL), 1–4.
https://doi.org/10.3389/fpsyg.2017.01256
Humaira, A., & Wibowo, L. A. (2017). Analisis Faktor Elektronik Word of Mouth (Ewom) Dalam
Mempengaruhi Keputusan Berkunjung Wisatawan. THE Journal : Tourism and Hospitality
Essentials Journal, 6(2), 1049. https://doi.org/10.17509/thej.v6i2.5515
Kim, S., Kandampully, J., & Bilgihan, A. (2018). The influence of eWOM communications: An
application of online social network framework. Computers in Human Behavior, 80, 243–254.
https://doi.org/10.1016/j.chb.2017.11.015
Kotler, P., & Keller. (2016). Marketing Management 15th Edition. Pearson Prantice Hole.
Lee, S. Y., Hoerr, S. L., Weatherspoon, L., & Schiffman, R. F. (2008). Nutrition Students Improve
Attitudes after a Guided Experiential Assignment with Older Adults. Journal of Nutrition
Education and Behavior, 40(5), 279–287. https://doi.org/10.1016/j.jneb.2007.09.011
Levy, S., & Gvili, Y. (2015). How credible is e-word of mouth across digital-marketing channels? The roles of social capital, information richness, and interactivity. Journal of Advertising Research,
55(1). https://doi.org/10.2501/JAR-55-1-095-109
Levy, S., & Gvili, Y. (2020). Online shopper engagement in price negotiation: the roles of culture,
involvement and eWOM. International Journal of Advertising, 39(2), 232–257.
https://doi.org/10.1080/02650487.2019.1612621
Malhotra, N., & Krosnick, J. A. (2007). The effect of survey mode and sampling on inferences about
political attitudes and behavior: Comparing the 2000 and 2004 ANES to internet surveys with
nonprobability samples. Political Analysis, 15(3), 286–323. https://doi.org/10.1093/pan/mpm003 Mowen, & Minor, M. (n.d.). Perilaku Konsumen.
Nahapiet, J., & Goshal, S. (1998). Creating organizational capital through intellectual and social
capital. Academy of Management Review, 23(2), 242–266.
Rahayu, S., Assauri, S., & Heruwasto, I. (2017). The idea of congruence between image and society
stereotype on attitude toward tourist destination. Journal of Environmental Management and
Tourism, 8(4), 761–774. https://doi.org/10.14505/jemt.v8.4(20).06
Sekaran, U., & Bougie, R. (2016). Research Method For Business. In Encyclopedia of Quality of Life and
Well-Being Research.
Shaqrah, A. A., Al-Hhashem, A., & Alqirem, R. (2013). Social capital, attitude, expectations and
quality of knowledge sharing in Jordanian knowledge stations. International Journal of Knowledge-
Based Development, 4(2), 185–199. https://doi.org/10.1504/IJKBD.2013.054083
Skincare, P., Penerapan, D. A. N., Beauty, K., & Hariatiningsih, L. R. (n.d.). ( Studi Netnografi Wanita
Pengguna Instagram ). 1–10.
Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Published
2021-12-08
How to Cite
Asri, F., & Dwita, V. (2021). The influence of credibility and social capital on e-wom with attitude as a mediation variable by Gen Z Tiktok users in Padang City . Marketing Management Studies, 1(4), 362-373. https://doi.org/10.24036/mms.v1i4.170
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