Perspectives of Social Capital and Self-Determination on e-WOM at Millennial Generation in Yogyakarta

Budi Astuti Astuti(1*), Afif Hariyawan(2),

(1) Universitas Islam Indonesia
(2) Universitas Islam Indonesia
(*) Corresponding Author


Technological developments triggered the emergence of social media which continues to develop rapidly. This development is in line with the increasing number of social media users. This results in more and more customers making purchasing decisions according to social media references. Thus, social networking based communication becomes a necessity for companies to remain competitive. The purpose of this study is to examine the impact of social capital and self-determination on e-WOM in the context of social networking. The social capital factor is  tie strength, shared language and trust, while the self-determination factor is self-disclosure and innovation. Surveys were conducted on 204 millennial generation respondents who had used social media in shopping in Yogyakarta. The results of the SEM analysis show: the  tie strength  and shared language influences trust. Likewise, there is an effect of the tie strength  on shared language. In addition, there is an influence between trust, tie strength and self-disclosure towards e-WOM. Whereas, shared  language  and innovation have no effect on e-WOM. Thus to be effective in communication strategies through e-WOM, marketers can prioritize increasing the strength of relationships between members of social networks.


tie strength; shared language; trust; innovativeness; self-disclosure;

Full Text:



Altman , I., & Taylor, J. A. (1973). Social Penetration : The development of interpersonal relationship. New York: Holt, Rinehart and winston.

Anubhav, M., Satish S, M., Moutusy, M., & Sridhar, S. (2018). Adolescent's eWOM intentions: An investigation into the roles of peers, the Internet and gender. Journal of Business Research, 394-405.

Aviriyanti, D. M., Kusumawati, A., & Nuralam, I. P. (2018). The Influence of Electronic Word Of Mouth On Consumer Trustworthiness and Purchase Intention. Jurnal Administrasi Bisnis, 137-144.

Boland, R. J., & Tenkasi, R. V. (1995). Perspective making and perspective taking in communities of knowing. Organ. Sci, 350-372.

Bourdieu, P. (1986). Handbook of theory and research for the sociology of education. In P. Bourdieu, The Form of Capital (pp. 241-58). New York: Greenwood Press.

Chaffey, D. (2018). Global social media research summary. Retrieved November 23, 2018, from Smartinsights:

Chiu, C. M., Hsu, M. H., & Wang, E. G. (2006). undestanding knowledge sharing in virtual communities : An intergration of social capital and social cognitive theoris, . decis, 1872-1888.

Chiu, Chao Min, Eric T. G. Wang, Fu Jong Shih, and Yi Wen Fan. 2011. “Understanding Knowledge Sharing in Virtual Communities: An Integration of Expectancy Disconfirmation and Justice Theories.” Online Information Review 35(1):134–53.

Dwyto, P. (2015). Analisis Pengaruh Komunikasi Electronic Word of Mouth oleh Beauty Blogger pada Niat Konsumen dengan Menggunakan Teori Perilaku Terencana. Yogyakarta: Universitas Gadjah Mada.

GetCraft. (2018, June 29). Influencer Marketing: Influencer Bukan Billboard! Berikan Mereka Ruang Berkreasi. Retrieved from Academy:

Granovetter, Mark. 2018. “Economic Action and Social Structure : The Problem of Embeddedness Author ( s ): Mark Granovetter Source : American Journal of Sociology , Vol . 91 , No . 3 ( Nov ., 1985 ), Pp . 481-510 Published by : The University of Chicago Press Stable 91(3):481–510.

Joinson, A. N. (2001). Self-disclosure in computer-mediated communication : the role of self-awareness and visual anonymity. eur.J.soc.psychol, 177-192.

Joseph, F. H., William , C. B., Barry, J. B., & Rolph, E. A. (2014). Multivariative Data Analysis. Harlow: Pearson Education Limited.

Kaplan, Andreas M. and Michael Haenlein. 2010. “Users of the World , Unite ! The Challenges and Opportunities of Social Media.”

Kim, Jeeyeon, Mingyung Kim, Jeonghye Choi, and Minakshi Trivedi. 2017. “Offline Social Interactions and Online Shopping Demand: Does the Degree of Social Interactions Matter?” Journal of Business Research (November 2016):1–9.

Levin, D. Z., R. Cross, and L. C. Abrams. 2011. “The Strength of Weak Ties You Can Trust: The Mediating Role of Trust in Effective Knowledge Transfer.” Academy of Management Proceedings 2002(1):D1–6.

Mittal, V., Huppertz, J. W., & Khare, A. (2008). Self-Determination Theory And Public Policy : Improving The Quality of Consumer Decision Without Using Correction. Public Policy Mark, 195-204.

Phelps, J., Lewis, R., Mobilio, L., Perry, D., & Raman, N. (2004). Viral Marketing of Electronic Word of Mouth Advertising : Excamining Consumer Responses and Motivation to Pass Along Email. J. advert.Res, 333-348.

Pigg, K. E., & Crank, L. D. (2004). Buliding Community Social Capital: The Potential and Promise of Information and Communications Technologies. The Journal of Community Informatics, 58-73.

Ryan, Richard M. and Edward L. Deci. 2000. “Self-Determination Theory and the Facilitation of Intrinsic Motivation, Social Development, and Well-Being.” 55(1):68–78.

Wang, Tien, Ralph Keng Jung Yeh, Charlie Chen, and Zorikto Tsydypov. (2016). “What Drives Electronic Word-of-Mouth on Social Networking Sites? Perspectives of Social Capital and Self-Determination.” Telematics and Informatics 33(4):1034–47.

Writz, J., & P, C. (2002). The effects of incentives, deal proneness, Satisfaction and tie strnght on word-of-mouth behaviour. Journal of Service Inc, Management, 141-162.


Article Metrics

Abstract view : 178 times
PDF - 67 times


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.