... was designed and administered to 309 respondents. Structural equation modelling analysis was conducted to examine the three levels of influential factors. These included self-perceptions of opinion leadership and seeking at the individual level, perceived tie strength and homophily at the network level...

... to use such sites according to its main determinants. Design/methodology/approach The authors develop a structural equations model (SEM), which is applied to three websites selected for the study – i.e. the blog of a hotel, its Tripadvisor community and its Facebook profile. Rigorous empirical...