What Are Effective Factors that Drive Customers to Spread Electronic Word of Mouth in Online Spaces? (A Survey in Electronic Appliances Market of Iran) Kermanshahi Ali Mansouria, Dehabadi Hamidreza Asgarib aM.A Student, Marketing Management, Allameh Tabatabaei Universaity, Tehran, Iran bPH.D Student of Management, Payam Noor University, Tehran, Iran Online published on 9 October, 2014. Abstract Online social blogs and websites have gained popularity recently and many of products are advertised with this type of media. They provide an effective channel for word-of-mouth (WoM) marketing to promote products or service. Recently, very significant managerial and academic attention has paid to this relatively new type of word-of-mouth communication, electronic word-of mouth (eWOM) communication. eWOM behavior is primarily explained from the individual rational point of view that emphasizes on cost and benefit analysis. However, we felt there was a need for an extensive study that examines consumers’ motives for eWOM. In this paper, we focus on the factors that lead consumers to spread electronic word of mouth in online Space. This survey was done in electronic appliances market of Iran. According to analyses, we result that knowledge of self-efficacy, sense of belonging, reputation and reciprocity have the most impact on consumers’ eWOM intention. Top Keywords Word of Mouth, knowledge of self-efficacy, sense of belonging, reputation, reciprocity, enjoyment of helping, moral obligation. Top |