Social Network Sites and Digital Word of Mouth: A Social Capital Perspective

This research-in-progress paper investigates the relationship among the use of social networking sites (SNSs), users’ social capital and knowledge sharing through digital Word of Mouth (WOM). The rise of SNSs has changed the way people interact and network. SNSs make it possible for users to keep track of their existing relationships and to build new ones. The SNSs have potential to build social capital which could be utilized for organizational use. However, few studies have examined the relationship among SNSs, social capital, and digital WOM. Specifically, this research examines whether the intensity of use of social network sites is positively related to users’ relational social capital and knowledge sharing through digital WOM. This study provides a theoretical model for researchers to study the utilization of SNSs; and provides rationale for practitioners to utilize SNSs internally for organizational inter-networking and organizational learning, and externally as a marketing tool.