GOSSIP PRONENESS ON PROMOTIONAL E-WOM THROUGH SOCIAL NETWORKING SITES

Abstract

Gossiping is a universal activity; however it has not been studied in marketing or in the context of social networking sites (SNS) up to now. This research analyzes how gossip proneness contributes to promote brands in the SNS. We conducted a survey to users of SNS with a scenario method where we propose the promotion of three products (beer, sport shoes and laptop computer) with different degrees of involvement (low, medium and high). The results of the study confirm that gossip proneness favors the promotional e-Wom through SNS. Regardless of the product, gossip proneness strengthens ties within the SNS and favors e-Wom through SNS. In addition, from certain level of involvement, it is observed a statistically significant direct effect between gossip proneness and eWon in SNS.