Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2020 Regional Conference

The Influence of Marketing Communications in Social Networks on Electronic Word-of-Mouth

Published: September 16, 2020


Anna Bianchi, University of Warsaw / Faculty of Management


marketing communications; social media; word-of-mouth


In view of the growing interest in marketing communications in social media, the goal of this study, based on the uses and gratifications theory, is to assess the influence of marketing communications in social networks on eWOM. The results of content analysis of 1,040 Facebook posts of cosmetic brands within two European markets indicate that the level eWOM varies according to the communication form and appeal, the brand type, and the geographic market. The study shows that 27% of the variance of eWOM is explained by the geographic market and provides guidelines on content having a positive influence on eWOM.