Table 2.
Descriptive electronic word of mouth (eWOM) characteristics of tweets about physical activity (PA).
| Characteristics of eWOM | na | Number of followers Mean (SD) |
Number of followings Mean (SD) |
||
| Valence |
|
|
|
||
|
|
Positive | 188 | 508 (2919)b | 283 (506)b | |
|
|
Negative | 46 | 302 (517) | 308 (521) | |
|
|
Neutral | 1272 | 595 (3273)b | 382 (1039) | |
| Components of eWOM |
|
|
|
||
|
|
Online opinion seeking | 36 | 383 (657) | 332 (456) | |
|
|
Online opinion leadership | 1474 | 583 (3220) | 370 (986) | |
| Consequences of eWOM |
|
|
|
||
|
|
Chatting | 1390 | 582 (3316) | 367 (993) | |
|
|
Forwarding | 144 | 535 (1478) | 375 (814)b | |
| PA modeling | 905 |
|
|
||
|
|
Intention | 336 | 397 (1381) | 278 (469) | |
|
|
Past behavior | 469 | 600 (2474) | 325 (604) | |
|
|
Current behavior | 100 | 336 (636) | 326 (566) | |
| Social support and negativity |
|
|
|
||
|
|
Social support |
|
|
|
|
|
|
|
Companionship support | 51 | 440 (827) | 310 (560) |
|
|
|
Informational support | 63 | 1899 (8504) | 900 (1952) |
|
|
|
Esteem support | 23 | 420 (971) | 193 (168) |
|
|
|
None | 1364 | 523 (2780) | 348 (922) |
|
|
Social negativity |
|
|
|
|
|
|
|
Inhibitive behavior | 10 | 1354 (1773) | 377 (384) |
|
|
|
Criticizing behavior | 13 | 128 (177) | 141 (166) |
|
|
|
None | 1481 | 577 (3201) | 368 (981) |
aThe n in categories of each eWOM characteristics (except for PA modeling) were not mutually exclusive.
b P<.05.