Bridging Customer Value and Cybersecurity Concerns to Predict eWOM on Social Networking Platforms

The study examines how customer value components and cybersecurity concerns affect electronic word-of-mouth (eWOM) behavior on different social networking platforms. A research study fills a gap in behavioral integration by analyzing the middle functions of information sharing willingness and security perception alongside switching barriers. The investigator seeks to understand which of emotional or functional value creates more impactful digital advocacy motives in emerging market settings. Research data was obtained from 300 Pakistani users who actively engage with social media during a single time point. The investigator created a questionnaire by using validated measurement instruments. PLS-SEM served to analyze data which assessed both direct and indirect links and mediating effects through the conceptual framework. The study findings show that hedonic value affects every mediator in the analysis yet utilitarian value fails to demonstrate statistical significance. The predictors of eWOM prove to be willingness to share knowledge (β = 0.85) and switching cost (β = 0.78) because perceived security stands as an insignificant direct predictor. The model attributes 61% of changes in eWOM behavior. By combining three behavioral theories this study demonstrates emotional value as the fundamental factor which drives people to advocate digitally. This study provides marketing strategies to companies while generating fresh research possibilities in both cross-cultural dynamics and time-based analysis.