Page 262 - Kỷ yếu hội thảo khoa học lần thứ 12 - Công nghệ thông tin và Ứng dụng trong các lĩnh vực (CITA 2023)

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Electronic Word Of Mouth (eWOM)
Electronic word of mouth (eWOM) is defined as consumer behavior in exchanging
information about products or services in different digital communities [7, 13]. In
other words, eWOM is also understood as a positive opinion or experience shared by
current, former, or potential customers about a product or brand using any technical
background. In addition, Ansary and Hashim [1] emphasized that more aware digital
consumers and greater access to information make eWOM a powerful and effective
advertising tool.

The relationship between Social Media Experience and Electronic Word of Mouth
Several previous studies have investigated the relationship between social media
experience and website attitudes, which in turn influences brand attitudes and eWOM
[17]. According to Chen & Wells [3], a social media website's attitude is the tendency
to react positively or negatively to web content when users are naturally exposed to it.
The user's social media experiences combined with a positive attitude about the
attractiveness of a social media website will significantly impact brand attitudes [2].
The reason is that many users believe what their colleagues and acquaintances post on
social networking sites. Therefore, the stronger the social experience, the better
the brand impression will lead to the higher the likelihood that customers will share
information about the company on online forums and social networks [4]. Recent
research by Liu, H. et al. [18] also showed that customers frequently share their
impressions of products, services, or brands via social media platforms based on
positive experiences.

2.2 Research Hypotheses

The Relationship between Social Media Experience and Attitude toward Social
Media Website
Bruner and Kumar [2] have demonstrated that the amount of enjoyment of a social
media website plays an important impact on the user's social media experience, which
in turn influences the attitude toward social media websites. Users can connect with
businesses through various methods based on the online word-of-mouth platform
of social media, such as discussion forums, blogs, and email [21, 23]. Kirthana
Mathivan-nan [15] also proved that social media experiences affect attitudes about
social media websites positively.
In particular, for students, in addition to the need to find information, they also
have many requirements for the level of entertainment and usefulness of websites.
According to the research of Giang, B. T. K. [10], most social media platforms are
frequently lauded for their capacity to pique students' attention and assist them in
developing a positive attitude toward social media websites. A great experience with
social media can also enhance students' involvement and drive to contribute
information and opinions, fostering a positive attitude toward social media websites.
This leads to more and more students finding information about universities through
social networking sites, such as Facebook. Thus, the first hypothesis is:

CITA 2023 ISBN: 978-604-80-8083-9