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Acceptance and forwarding of electronic word of mouth

Sabita Mahapatra (Department of Management, Indian Institute of Management, Indore, India)
Abhishek Mishra (Department of Marketing, Indian Institute of Management, Indore, India)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 7 August 2017

Abstract

Purpose

The purpose of this paper is to examine the influence of source credibility, message credibility and tie strength, on acceptance and subsequent forwarding of electronic word of mouth (EWOM). Forwarding EWOM (FEWOM) also depends on personality traits, which this work investigates in form of moderation effect of individual regulatory focus.

Design/methodology/approach

Hypotheses are developed using social exchange theory and the elaboration likelihood model and tested using structural equation modelling. Data were collected online, using a random sample of 324 respondents in India.

Findings

Findings indicate that source credibility and tie strength are instrumental in influencing acceptance of EWOM. A strong mediation role of acceptance of EWOM, confirms that people tend to forward information online only if they accept it.

Research limitations/implications

This study represents a unique effort to focus on the combined effects of message credibility, source credibility and tie strength on acceptance and subsequent forwarding of EWOM.

Originality/value

This study provides original insights about antecedents of FEWOM as well as the role of individual regulatory focus as a moderator in the process.

Keywords

Citation

Mahapatra, S. and Mishra, A. (2017), "Acceptance and forwarding of electronic word of mouth", Marketing Intelligence & Planning, Vol. 35 No. 5, pp. 594-610. https://doi.org/10.1108/MIP-01-2017-0007

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited