Does Engaging With a Web Site Lead to Telling Other Users About It?

We propose a model that analyses the relationship between Web site engagement and electronic word of mouth (e-WoM). Three further consequences to engagement relevant for online marketers -return intention, switching intention and purchase intention- are also taken into account in the model. Data were obtained with an online data acquisition web site specifically developed for this study, and were analysed with partial least square path modelling. Results confirm a direct positive relationship between Web engagement and e-WoM. Engagement also leads to purchase intention and non-switch behaviour when mediated with return intention. Academic and managerial implications are discussed.