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This paper seeks to explore factors that can help generate a bigger ripple for diffusive Word‐of‐Mouth (WOM) in an online environment. Specifically, the paper aims to demonstrate how the characteristics of WOM information influence the ripple effect.

The paper used a survey based on real posts in online discussion forums to collect the data. Structural Equation Modelling (SEM) was utilized for analysis.

WOM as diffusive communication could generate a ripple effect. All of the WOM characteristics, which were investigated (quality, authority, authenticity and interestingness), have a positive effect on resenders' acceptance toward WOM, which, in turn, have a significant positive impact on resenders' resending intention. Furthermore, the positive impacts of WOM characteristics on resenders' acceptance exist, regardless of whether the valence of WOM information is positive or negative.

This study provides insights into the role of WOM information in facilitating the WOM ripple effect. However, the specific characteristics of WOM information that influence consumers' perceptions of WOM are not explored in the present research.

The results of the study may help practitioners manipulate and use online WOM information in order to make marketing communications more efficient and influential.