The Influence of Electronic Word of Mouth Communication Motivation on Sociolla App Review Columns Towards Gen Z Attitude

Abstract

This study aims to investigate the influence of electronic word of mouth communication motivation on review columns within the Sociolla app on the attitude of Generation Z. Data collection and research for this thesis were conducted over a period of approximately 6 months. Research participants involved Generation Z aged 13-28 years (born between 1997 and 2012) who were active users of the Sociolla app and had engaged with its review section. The analysis technique used was quantitative explanatory with an online survey. The findings of this study suggest that eWOM communication motives in the Sociolla app's review section can increase the likelihood of a positive attitude by up to 12 times. However, the research also shows that in the absence of eWOM, an individual's attitude tends to be negative. The implications of this research are expected to serve as a basis for developing more effective promotional strategies for similar brands or e-commerce, as well as contributing to the research literature on the utilization of electronic word of mouth.