Trust and reciprocity effect on electronic word-of-mouth in online review communities

Purpose Social media developments in the last decade have led to the emergence of a new form of word of mouth (WOM) in the digital environment. Electronic word-of-mouth (eWOM) is considered by many scholars and practitioners to be the most influential informal communication mechanism between businesses and potential and actual consumers. The purpose of this paper is to extend knowledge about WOM in this new context by proposing a conceptual framework that enables a better understanding of how trust and reciprocity influence eWOM participation in ORCs. Design/methodology/approach This study applies non-probability convenience sampling technique to conduct a quantitative study of data from an online survey of 189 members of ORCs. Partial least squares (PLS) is used to analyse the correlations between individuals’ intention to seek opinion, to give their own opinion and to pass on the opinion of another within ORCs. Findings The data analysis reveals that opinion seeking within ORCs had a direct effect on opinion giving and opinion passing. Ability trust and integrity trust had a positive effect on opinion seeking, while benevolence trust had a direct positive effect on opinion passing. Reciprocity had a direct impact on opinion passing. While reciprocity did not affect opinion giving, the relationship between these two concepts was mediated by integrity trust. Research limitations/implications By studying the complexities that characterise the relationships between reciprocity, trust and eWOM, the study extends understanding of eWOM in ORCs. Originality/value To the best of the authors’ knowledge, this is one of only a few papers that have examined the complex interrelationships between reciprocity, trust and eWOM in the context of ORCs

Geographical co-location, social networks and inter-firm marketing co-operation : the case of the salmon industry

This study looks at the factors that influence the development of marketing co-operation among cluster-based firms. It examines data from SMEs operating within the salmon farming industry in two different regions: Scotland and Chile. Analyses indicate that informal social networks help explain the observed relationship between geographical proximity and inter-firm marketing co-operation, especially for firms located in peripheral rural communities. A theoretical model is proposed for further research in the field that, until recently, has been traditionally analysed only by economists. Practical implications are suggested for practitioners and policymaker

Capacity building through cross-sector partnerships : a multiple case study of a sport program in disadvantaged communities in Belgium

Background: Recent research has illustrated the need for cross-sector partnerships to tackle multidimensional problems such as health inequalities and sport and physical activity promotion. Capacity building is based on partnerships and has demonstrated effectiveness in tackling these multidimensional problems. This study aims to explain how cross-sector partnerships build capacity at the practitioner, organisational and partnership levels. The subject of this study is a community sport program (CSP) that aims to increase sport participation rates and physical activity levels. Methods: The study examined multiple cases in four disadvantaged communities in Antwerp, Belgium where the CSP was implemented. Forty-four face-to-face interviews were held with leaders from sport, social, health, culture and youth organisations that collaborated with the CSP. Results: Thirteen elements of cross-sector partnerships were identified as critical to building capacity at each of the different levels. These include: process evaluation, trust, mutuality, policy support, partner complementarity and fit, diversity of activities and period of collaboration-time. Trust in turn was fostered by a longer period of collaboration-time, better personal contact, clearer coordination and an external focus. Policy support was developed by support of partners and establishing clear metrics of success. Conclusion: Insight into the key elements of cross-sector partnerships that build capacity is given and several practical recommendations are suggested for practitioners and policy makers

New Frontiers of Social Investment: Learning from the InterCement Experience

This is a case study done by the Dom Cabral Foundation evaluating the presence of Camargo Corrêa Institute programs and InterCement company Camargo Corrêa Group, in the municipality of Pedro Leopoldo (MG)

The role of social networks in students’ learning experiences

The aim of this research is to investigate the role of social networks in computer science education. The Internet shows great potential for enhancing collaboration between people and the role of social software has become increasingly relevant in recent years. This research focuses on analyzing the role that social networks play in students’ learning experiences. The construction of students’ social networks, the evolution of these networks, and their effects on the students’ learning experience in a university environment are examined