Gossip in social networking sites

This study examines the effects of online gossip propensity in social networking sites (SNSs). We posit that online gossip propensity affects SNS identification, which in turn determines normative pressure and SNS engagement. The ultimate outcome is electronic word-of-mouth (eWOM) intention. We also explore the impact of two types of SNS communication channel, i.e. handheld (mobile devices and tablets) and traditional (desktop PCs and laptops) computing devices. The data were collected from a questionnaire survey with 400 general consumers. Using a scenario approach, we asked the respondents how they would react to a special discount campaign for a popular beer brand ad posted on an SNS. Our structural equation modelling results indicate that online gossip propensity is indeed a significant driver of SNS identification. All hypothesised paths are supported, except the one from normative pressure to eWOM intention. Furthermore, SNS communication channels had a clear impact, since the latent means are greater for most of the constructs in the handheld computing device group than in the traditional computing device group.