EXPLORING THE ROLE OF INDIVIDUAL DIGITAL SOCIAL RESPONSIBILITY (DSR) IN SHAPING EWOM ADOPTION AND TOURIST BEHAVIORAL INTENTIONS
DOI:
https://doi.org/10.18623/rvd.v22.n6.3883Keywords:
DSR, Forwarding eWOM, FeWOM, S-O-R, Visual CuesAbstract
This study aims to conceptualise and empirically validate Individual Digital Social Responsibility (DSR), a novel construct reflecting one’s ethical awareness and examining its role in shaping electronic word-of-mouth (eWOM) behaviours within the extended Stimulus–Organism–Response (S–O–R) framework. Adopting an exploratory sequential mixed-methods design, the research integrates qualitative insights from expert interviews and content analysis to conceptualise DSR. Next, using Partial Least Squares Structural Equation Modelling (PLS-SEM) based on survey data from social media users to test its results. The results of study provide strong empirical support for the reliability and validity of the DSR scale and confirm its theoretical positioning as the Organism (O) in the extended S–O–R model. This study contributes to theory by introducing and validating the DSR construct. Moreover, this study extended the S–O–R paradigm to account for digital moral responsibility. The specific effects of DSR on negative and positive information have not yet been independently evaluated.
References
Abbasi, A. Z., Tsiotsou, R. H., Hussain, K., Rather, R. A., & Ting, D. H. (2023). Investigating the impact of social media images’ value, consumer engagement, and involvement on eWOM of a tourism destination: A transmittal mediation approach. Journal of Retailing and Consumer Services, 71, 103231.
Abedi, E., Ghorbanzadeh, D., & Rahehagh, A. (2020). Influence of eWOM information on consumers’ behavioral intentions in mobile social networks. Journal of Advances in Management Research, 17(1), 84-109. https://doi.org/10.1108/jamr-04-2019-0058
Aghakhani, N., Karimi, J., & Salehan, M. (2018). A unified model for the adoption of electronic word of mouth on social network sites: Facebook as the exemplar. International Journal of Electronic Commerce, 22(2), 202-231.
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes.
Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological bulletin, 84(5), 888.
Albinsson, P. A., & Perera, B. Y. (2014). Reducing Ecological Footprints Through Individual Social Responsibility: A Consumer Perspective. Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference,
Arslan, G., & Wong, P. T. (2022). Measuring personal and social responsibility: an existential positive psychology approach. Journal of Happiness and Health, 2(1), 1-11.
Ayeh, J. K. (2015). Travellers’ acceptance of consumer-generated media: An integrated model of technology acceptance and source credibility theories. Computers in Human Behavior, 48, 173-180.
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. . Qualitative research in psychology, 3(2), 77-101.
Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. Academy of management review, 4(4), 497-505.
Cheah, J.-H., Thurasamy, R., Memon, M. A., Chuah, F., & Ting, H. (2020). Multigroup analysis using SmartPLS: Step-by-step guidelines for business research. Asian Journal of Business Research, 10(3), I-XIX.
Chen, Y.-C., Shang, R.-A., & Li, M.-J. (2014). The effects of perceived relevance of travel blogs’ content on the behavioral intention to visit a tourist destination. Computers in Human Behavior, 30, 787-799.
Cheung, C. M. K., Lee, M. K. O., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: the adoption of online opinions in online customer communities. Internet Research, 18(3), 229-247. https://doi.org/10.1108/10662240810883290
Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461-470. https://doi.org/10.1016/j.dss.2012.06.008
Cheung, R. (2014). The influence of electronic word-of-mouth on information adoption in online customer communities. Global Economic Review, 43(1), 42-57.
Choi, Y., & Kim, J. (2019). Influence of cultural orientations on electronic word-of-mouth (eWOM) in social media. Journal of Intercultural Communication Research, 48(3), 292-313.
Chua, Y. P. (2024). A step-by-step guide PLS-SEM data analysis using SmartPLS 4.
Churchill Jr, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of marketing research, 16(1), 64-73.
Creswell, J. W., & Creswell, J. D. (2023). Research design: Qualitative, quantitative, and mixed methods approaches (6th ed). Sage publications.
Daugherty, T., Eastin, M. S., & Bright, L. (2008). Exploring consumer motivations for creating user-generated content. Journal of Interactive Advertising, 8(2), 16-25.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
Davis, S. L., Rives, L. M., & Ruiz‐de‐Maya, S. (2021). Personal social responsibility: Scale development and validation. Corporate Social Responsibility and Environmental Management, 28(2), 763-775.
Dobele, A., Lindgreen, A., Beverland, M., Vanhamme, J., & Van Wijk, R. (2007). Why pass on viral messages? Because they connect emotionally. Business horizons, 50(4), 291-304.
Dwyer, P. D., Gilkeson, J. H., & List, J. A. (2002). Gender differences in revealed risk taking: evidence from mutual fund investors. Economics letters, 76(2), 151-158.
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47-55.
Filieri, R., Alguezaui, S., & McLeay, F. (2015). Why do travelers trust TripAdvisor? Antecedents of trust towards consumer-generated media and its influence on recommendation adoption and word of mouth. Tourism Management, 51, 174-185.
Filieri, R., Lin, Z., Pino, G., Alguezaui, S., & Inversini, A. (2021). The role of visual cues in eWOM on consumers’ behavioral intention and decisions. Journal of Business Research, 135, 663-675.
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading. Reading, MA: Addison-Wesley.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Gershoff, A. D., Mukherjee, A., & Mukhopadhyay, A. (2003). Consumer acceptance of online agent advice: Extremity and positivity effects. Journal of Consumer Psychology, 13(1-2), 161-170.
Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), 449-456.
Hair, J. F., Henseler, J., & Geladi, P. (2017). Partial Least Squares Path Modeling Basic Concepts, Methodological Issues and Applications.
Hajli, N. (2018). Ethical environment in the online communities by information credibility: a social media perspective. Journal of Business Ethics, 149(4), 799-810.
Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business horizons, 54(3), 265-273.
Harris, C. R., & Jenkins, M. (2006). Gender differences in risk assessment: why do women take fewer risks than men? Judgment and Decision making, 1(1), 48-63.
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.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2016). Testing measurement invariance of composites using partial least squares. International marketing review, 33(3), 405-431.
Herrero Crespo, A., San Martín Gutiérrez, H., & García de los Salmones, M. d. M. (2017). Explaining the adoption of social networks sites for sharing user-generated content: A revision of the UTAUT2.
Ho, J. Y., & Dempsey, M. (2010). Viral marketing: Motivations to forward online content. Journal of Business Research, 63(9-10), 1000-1006.
Hsu, C. L., Chuan‐Chuan Lin, J., & Chiang, H. S. (2013). The effects of blogger recommendations on customers’ online shopping intentions. Internet Research, 23(1), 69-88. https://doi.org/10.1108/10662241311295782
Huang, M., Cai, F., Tsang, A. S., & Zhou, N. (2011). Making your online voice loud: the critical role of WOM information. European Journal of Marketing, 45(7/8), 1277-1297.
Jalilvand, M. R., Samiei, N., Dini, B., & Manzari, P. Y. (2012). Examining the structural relationships of electronic word of mouth, destination image, tourist attitude toward destination and travel intention: An integrated approach. Journal of Destination Marketing & Management, 1(1-2), 134-143.
Joseph F. Hair, J., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (Vol. second Edittion). SAGE.
Joseph F. Hair, J., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (Vol. 3). SAGE.
Joseph F. Hair, J., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Springer.
Khwaja, M. G., & Zaman, U. (2020). Configuring the evolving role of ewom on the consumers information adoption. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 125.
Mahapatra, S., & Mishra, A. (2017). Acceptance and forwarding of electronic word of mouth. Marketing Intelligence & Planning, 35(5), 594-610. https://doi.org/10.1108/mip-01-2017-0007
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
Mehrabian, A., & Russell, J. A. (1974). An Approach to Environmental. Psychology.
Meyers-Levy, J., & Loken, B. (2015). Revisiting gender differences: What we know and what lies ahead. Journal of Consumer Psychology, 25(1), 129-149.
Nicole, E., & Boyd Danah, M. (2013). Sociality through social network sites. The Oxford handbook of internet studies, 151.
Öberseder, M., Schlegelmilch, B. B., & Murphy, P. E. (2013). CSR practices and consumer perceptions. Journal of Business Research, 66(10), 1839-1851.
Olshavsky, R. W. (1985). Perceived quality in consumer decision making: an integrated theoretical perspective. Perceived quality, 4(1), 3-29.
Paivio, A. (1990). Mental representations: A dual coding approach. Oxford university press.
Petty, R. E., & Cacioppo, J. T. (1986). The Elaboration Likelihood Model of Persuasion. In (pp. 123-205). https://doi.org/10.1016/s0065-2601(08)60214-2
Petty, R. E., Cacioppo, J. T., Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Springer.
Phelps, J. E., Lewis, R., Mobilio, L., Perry, D., & Raman, N. (2004). Viral marketing or electronic word-of-mouth advertising: Examining consumer responses and motivations to pass along email. Journal of advertising research, 44(4), 333-348.
Puriwat, W., & Tripopsakul, S. (2022). Consumers’ Attitude towards Digital Social Responsibility: Impacts on Electronic Word of Mouth and Purchase Intention. Emerging Science Journal, 6(1), 64-74. https://doi.org/10.28991/esj-2022-06-01-05
Ran, L., Zhenpeng, L., Bilgihan, A., & Okumus, F. (2021). Marketing China to U.S. travelers through electronic word-of-mouth and destination image: Taking Beijing as an example. Journal of Vacation Marketing, 27(3), 267-286. https://doi.org/10.1177/1356766720987869
Reimer, T., & Benkenstein, M. (2016). Altruistic eWOM marketing: More than an alternative to monetary incentives. Journal of Retailing and Consumer Services, 31, 323-333. https://doi.org/10.1016/j.jretconser.2016.04.003
Reisinger, A. (2015). Individual Social Responsibility–Theorethical and some empirical approach. Journal of Central European Green Innovation, 3(3), 133-148.
Saidani, D. A., Nechoud, D. L., Ghidouche, P. F., & Ghidouche Ait-Yahia, P. K. (2023). Serial mediation of perceived usefulness and EWOM adoption in virtual communities and the moderating effect of gender. Tourism and hospitality management, 29(1), 87-102.
Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the web. Journal of Interactive Marketing, 21(4), 76-94.
Silaban, P. H., Chen, W.-K., Sormin, S., BP Panjaitan, Y. N., & Silalahi, A. D. K. (2023). How does electronic word of mouth on Instagram affect travel behaviour in Indonesia: A perspective of the information adoption model. Cogent Social Sciences, 9(1), 2163525.
Steenkamp, J.-B. E., & Baumgartner, H. (1998). Assessing measurement invariance in cross-national consumer research. Journal of consumer research, 25(1), 78-90.
Sun, T., Youn, S., Wu, G., & Kuntaraporn, M. (2006). Online word-of-mouth (or mouse): An exploration of its antecedents and consequences. Journal of computer-mediated communication, 11(4), 1104-1127.
Sussman, S. W., & Siegal, W. S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Information systems research, 14(1), 47-65.
Tapanainen, T., Dao, T. K., & Nguyen, T. T. H. (2021). Impacts of online word-of-mouth and personalities on intention to choose a destination. Computers in Human Behavior, 116, 106656.
Tingchi Liu, M., Anthony Wong, I., Shi, G., Chu, R., & L. Brock, J. (2014). The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference. Journal of services Marketing, 28(3), 181-194.
Van Noort, G., & Willemsen, L. M. (2012). Online damage control: The effects of proactive versus reactive webcare interventions in consumer-generated and brand-generated platforms. Journal of Interactive Marketing, 26(3), 131-140.
Vandenbroucke, F. (2012). Social justice and individual ethics in an open society: Equality, responsibility, and incentives. Springer Science & Business Media.
Verlegh, P. W., Ryu, G., Tuk, M. A., & Feick, L. (2013). Receiver responses to rewarded referrals: the motive inferences framework. Journal of the Academy of Marketing Science, 41(6), 669-682.
Verma, S., & Yadav, N. (2021). Past, Present, and Future of Electronic Word of Mouth (EWOM). Journal of Interactive Marketing, 53, 111-128. https://doi.org/10.1016/j.intmar.2020.07.001
Watts, D. J., Peretti, J., & Frumin, M. (2007). Viral marketing for the real world. Harvard Business School Pub. Boston.
Wilcox, K., & Stephen, A. T. (2013). Are close friends the enemy? Online social networks, self-esteem, and self-control. Journal of consumer research, 40(1), 90-103.
Yadav, N., Verma, S., & Chikhalkar, R. D. (2022). eWOM, destination preference and consumer involvement–a stimulus-organism-response (SOR) lens. Tourism Review, 77(4), 1135-1152.
Zainal, N. T. A., Harun, A., & Lily, J. (2017). Examining the mediating effect of attitude towards electronic words-of mouth (eWOM) on the relation between the trust in eWOM source and intention to follow eWOM among Malaysian travellers. Asia Pacific Management Review, 22(1), 35-44.
Zarrad, H., & Debabi, M. (2015). Analyzing the effect of electronic word of mouth on tourists’ attitude toward destination and travel intention. International research journal of social sciences, 4(4), 53-60.
Downloads
Published
How to Cite
Issue
Section
License
I (we) submit this article which is original and unpublished, of my (our) own authorship, to the evaluation of the Veredas do Direito Journal, and agree that the related copyrights will become exclusive property of the Journal, being prohibited any partial or total copy in any other part or other printed or online communication vehicle dissociated from the Veredas do Direito Journal, without the necessary and prior authorization that should be requested in writing to Editor in Chief. I (we) also declare that there is no conflict of interest between the articles theme, the author (s) and enterprises, institutions or individuals.
I (we) recognize that the Veredas do Direito Journal is licensed under a CREATIVE COMMONS LICENSE.
Licença Creative Commons Attribution 3.0
