eWOM influence an analysis of homophily and social identity effect on streaming consumption.
(A2024-119027)

AUTHORS

Iker Oquinena, Universidad Complutense Madrid; Joaquín Sánchez Herrera, Universidad Complutense de Madrid (UCM); Abel Monfort, ESIC Business & Marketing School

ABSTRACT

Purpose: The purpose of this paper is to identify the influence of homophily and social identity in eWOM adoption and influence on music consumption in streaming platforms. The study also proposes a framework for eWOM influence on product consumption. Methodology: Data was collected through an electronic questionnaire with a total of 524 valid responses. A Partial Least Square methodology was used to approach the data analysis. Findings: The findings indicate that both homophily and social identity have an influence on eWOM effect. Additionally homophily shows influence on social identity being an important value to the total influence. It is also confirmed how eWOM has direct influence on music consumption. Originality: This study contributes to social communication theory by identifying homophily and social identity as valuable assets during eWOM generation. The research brings a new angle to social identity theory in the social network environment and influences eWOM adoption in music streaming consumption. Practical implications: Social information of consumers becomes more relevant than ever as the results contribute to highlight its importance as a message adoption influencer and product consumption driver.