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In response to this call, this study draws on the social network paradigm and the uses and gratification theory (UGT) to propose and empirically test a conceptual framework of key drivers of two types of eWOM, namely in\u2010group and out\u2010of\u2010group.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>The proposed model, which examines the impact of usage motivations on eWOM in\u2010group and eWOM out\u2010of\u2010group, is tested in a sample of 302 internet users in Portugal.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>Results from the survey show that the different drivers (i.e. mood\u2010enhancement, escapism, experiential learning and social interaction) vary in terms of their impact on the two different types of eWOM. Surprisingly, while results show a positive relationship between experiential learning and eWOM out\u2010of\u2010group, no relationship is found between experiential learning and eWOM in\u2010group.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>This is the first study investigating the drivers of both eWOM in\u2010group and eWOM out\u2010of\u2010group. Additional research in this area will contribute to the development of a general theory of eWOM.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>By understanding the drivers of different eWOM types, this study provides guidance to marketing managers on how to allocate resources more efficiently in order to achieve the company's strategic objectives.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>No published study has investigated the determinants of these two types of eWOM. This is the first study offering empirical considerations of how the various drivers differentially impact eWOM in\u2010group and eWOM out\u2010of\u2010group.<\/jats:p><\/jats:sec>","DOI":"10.1108\/03090561311324219","type":"journal-article","created":{"date-parts":[[2013,7,9]],"date-time":"2013-07-09T10:51:56Z","timestamp":1373367116000},"page":"1067-1088","source":"Crossref","is-referenced-by-count":80,"title":["Drivers of in\u2010group and out\u2010of\u2010group electronic word\u2010of\u2010mouth (eWOM)"],"prefix":"10.1108","volume":"47","author":[{"given":"Jos\u00e9","family":"Lu\u00eds Abrantes","sequence":"first","affiliation":[]},{"given":"Cl\u00e1udia","family":"Seabra","sequence":"additional","affiliation":[]},{"given":"Cristiana","family":"Raquel Lages","sequence":"additional","affiliation":[]},{"given":"Chanaka","family":"Jayawardhena","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2022032219555755500_b1","doi-asserted-by":"crossref","unstructured":"Abelman, R. and Atkin, D. 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