Ruiz-Mafe, Carla, et al. "Does social climate influence positive eWOM? A study of heavy-users of online communities." BRQ Business Research Quarterly 21.1 (2018): 26-38.

This study explores the impact of social influences on positive electronic word-of-mouth (PeWOM) behavior among heavy users of online communities, employing the Social Interaction Utility Framework, Group Marketing, and Social Learning Theories. Through a survey of 262 Spanish heavy users and analysis via partial least squares equation modeling, the research develops a model explaining 59% of the variance in PeWOM. Key findings indicate that interaction with other community members (Social Presence) significantly predicts PeWOM, with Social Identity acting as a mediator between Social Presence and PeWOM. Additionally, Interpersonal Influence plays a crucial moderating role, enhancing the relationship between Social Presence and PeWOM.