Electronic word-of-mouth (eWOM) on WeChat: examining the influence of sense of belonging, need for self-enhancement, and consumer engagement on Chinese travellers’ eWOM

‘Friends’ circles’ on WeChat have helped make eWOM more easily accessible and influential than ever. Drawing from the social identity theory, literature on consumer engagement and eWOM, this study presents the first research that examines the influence of two personality traits, sense of belonging and need for self-enhancement, on consumer engagement and in turn leads to eWOM intention. The results suggest that the need for self-enhancement positively influences Chinese travellers’ engagement with WeChat. In addition, a partial positive relationship between consumer engagement and eWOM intention was identified: only dedication towards WeChat is directly related to travellers’ intention to engage in eWOM on WeChat. Dedication was found to mediate the influence of need for self-enhancement on eWOM intentions. Sense of belonging, however, does not have a significant impact on consumer engagement. These mixed results demonstrate changing cultural values of contemporary Chinese society. Theoretical and practical implications are discussed.