Intended audience and valence of electronic word-of-mouth on social media: a study of Dutch consumers
研究荷兰年轻消费者在社交媒体上分享正面和负面品牌口碑的心理因素，发现独立型自我建构者更倾向对内部群体分享负面口碑，而对包括陌生人的外部群体分享正面口碑。
Purpose This study aims to systematically evaluate the psychological factors of independent versus interdependent self-construal, self-evaluation motives of enhancement versus verification, and the mediating role of bridging and bonding social capital on consumers' positive and negative brand-related electronic word-of-mouth (eWOM) sharing with in-group and out-group audiences. Design/methodology/approach The online survey was conducted with young adult consumers in the Netherlands ( N = 322). Multiple regression analysis with PROCESS was used to test the hypotheses. Findings Consumers with independent self-construal are more likely to share negative eWOM, particularly via social messengers with in-group members. These consumers, however, tend to share positive eWOM on companies' social media accounts that reach out-group audiences including online strangers. Additionally, self-evaluation was the key motivation driving positive eWOM sharing with in-groups, while bridging social capital mediated the effects of self-construal on sharing negative eWOM. Originality/value The paper provides a more holistic understanding of the factors impacting the valence and intended audience for eWOM sharing. The findings advance eWOM research by differentiating positive and negative eWOM sharing in the context of intergroup communication.