The Influence of eWOM on Virtual Consumer Communities: Social Capital, Consumer Learning, and Behavioral Outcomes

Business & Economics

• Consumer Learning 100%
• Social Capital 85%
• Word-of-mouth 68%
• Persuasion Knowledge Model 50%
• Marketing Information 44%
• Brand Choice 43%
• Knowledge Development 41%
• Facilitation 40%
• Electronic Word-of-mouth 40%
• Virtual Community 39%
• Reflexivity 38%
• Research Directions 31%
• Communication 20%
• China 17%

Social Sciences

• social capital 60%
• electronics 47%
• virtual community 40%
• beauty 37%
• persuasion 36%
• reflexivity 32%
• communications 28%
• marketing 27%
• learning 23%
• knowledge 22%
• China 20%
• interview 14%

Engineering & Materials Science

• Marketing 66%
• Communication 34%