How does language intensity of brand fan word-of-mouth (WOM) affect customers' willingness to adopt WOM? An empirical study based on psychological resistance theory

Abstract

Purpose

Managing the growing word-of-mouth (WOM) of brand fans has become a new challenge for companies in the fan economy era. The purpose of this paper is to examine the effect of language intensity of brand fan WOM on customers' willingness to adopt WOM based on psychological resistance theory and to reveal the underlying mechanism of this process.

Design/methodology/approach

A research model was developed to test the proposed hypotheses. Two experiments were conducted on an online platform using data from 708 participants. The independent samples t-test and analysis of variance were used to analyze the data.

Findings

The results show that, in the context of WOM among brand fans, high-intensity language leads to a lower willingness to adopt than low-intensity language and threats to freedom mediate this effect. Moreover, the restoration postscript moderates the effect of language intensity on threats to freedom and customers' willingness to adopt WOM.

Originality/value

Unlike previous studies that focused on electronic word-of-mouth (eWOM) language content, this paper focuses on language intensity to reveal the psychological process of customers' willingness to adopt brand fan WOM. The findings not only enrich the research related to the language effect in eWOM, but also deepen the understanding of the influence effect on brand fan WOM, providing effective guidance for brands to manage fan WOM.

Citation

Zhang, D., Li, Z. and Ma, J. (2024), "How does language intensity of brand fan word-of-mouth (WOM) affect customers' willingness to adopt WOM? An empirical study based on psychological resistance theory", Asia Pacific Journal of Marketing and Logistics, Vol. 36 No. 3, pp. 736-755. https://doi.org/10.1108/APJML-02-2023-0185