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21 – 30 of over 10000Ahmad Daowd, Ruaa Hasan, Tillal Eldabi, Piyya Muhammad Rafi-ul-Shan, Dongmei Cao and Naphat Kasemsarn
With the ever-expanding online shopping, electronic word-of-mouth (eWOM) has become a significant factor affecting the consumer decision-making behaviour. This is specially the…
Abstract
Purpose
With the ever-expanding online shopping, electronic word-of-mouth (eWOM) has become a significant factor affecting the consumer decision-making behaviour. This is specially the case when considering Generation Y (Millennials), who are old enough to be independent buyers and young to be almost immersed in online living. This article aims to assess the impact of eWOM on purchase intention by developing a conceptual model of hypotheses encompassing a multitude of factors that may be associated with this relationship.
Design/methodology/approach
The researcher investigates what factors impact eWOM credibility and make the consumer may adopt it when making a purchase. To examine our research model, a quantitative approach is employed for this purpose using a sample through online survey from Thailand – where there is a large number portion Generation Y consumer base.
Findings
It was found that source style as a visual attribute information is the most significant factor that may impact eWOM credibility in addition to source credibility, argument quality and source homophily, respectively.
Practical implications
From a practical point of view, it helps firms to understand what needs to be taken into consideration when building their marketing strategy.
Originality/value
This is believed to add significant insights into the eWOM literature by identifying its route of impact toward the purchase intention on Generation Y.
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Sabita Mahapatra and Abhishek Mishra
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…
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.
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Patricia R. Todd and Joanna Melancon
The overall purpose of this study is to investigate and gain a better understanding of perceptions of source credibility and consumer motivation to view live-stream broadcasts. Of…
Abstract
Purpose
The overall purpose of this study is to investigate and gain a better understanding of perceptions of source credibility and consumer motivation to view live-stream broadcasts. Of particular interest is gender differences based on the gender of the broadcaster and viewer.
Design/methodology/approach
Data were collected using an online survey from 998 respondents. As the preliminary examination technique, t-tests were used.
Findings
There are significant differences based on whether a viewer of a live broadcast is watching a source of the same gender or a different gender in source credibility. Viewing same vs opposite sex broadcasters may indicate motivation to engage with the live-video content. There are significant gender differences outcome variables of interest to live broadcasters.
Research limitations/implications
The context investigated was a single live-streaming provider.
Practical implications
The findings provide a start to understanding the differences in perceptions and motivations for watching live-stream broadcasters. This will aid marketers and broadcasters using live-stream formats on a variety of platforms in developing better content and building a more engaged viewing community. This research represents an important step in quantifying unexplored differences in gender perceptions of the source of live broadcasts that ultimately could impact not only the success of the broadcaster but also brands endorsed by these broadcasters.
Originality/value
This research is among the first to explore source effects and motivation in the live video context.
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Perceived effectiveness of nudging has been established as one of the most reliable predictors of acceptance of nudging. The purpose of this paper is to investigate how source…
Abstract
Purpose
Perceived effectiveness of nudging has been established as one of the most reliable predictors of acceptance of nudging. The purpose of this paper is to investigate how source credibility and argument strength influence the perceived effectiveness of textual information about food-related nudging in order to provide a better understanding of how acceptance of nudging may be facilitated.
Design/methodology/approach
A 2 × 2 scenario-based between-subjects factorial experiment with source credibility (high vs low) and argument strength (high vs low) as factors was applied. Data on respondents’ level of involvement in food-related behaviour were also collected.
Findings
Argument strength had a positive main effect on the perceived effectiveness of nudging, and there was a significant positive interaction effect of source credibility × argument strength on the perceived effectiveness of nudging.
Practical implications
The findings of this paper provide policy makers and other decision makers with a better understanding of how information about nudging should be communicated to consumers in order to facilitate acceptance.
Originality/value
This paper is one of the first to investigate how information about nudging should be communicated to consumers in order for nudging to be perceived as an effective and thus acceptable measure to influence food-related behaviour.
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ShabbirHusain R.V. and Sanjeev Varshney
The purpose of this study was to investigate consumer preference formation in presence of reviews coming from traditional and electronic word of mouth (eWOM) under different…
Abstract
Purpose
The purpose of this study was to investigate consumer preference formation in presence of reviews coming from traditional and electronic word of mouth (eWOM) under different conditions of review valence.
Design/methodology/approach
Scenario-based experimental design was used for this study. A total of 172 respondents were randomly assigned across four experimental scenarios and a control group. Across-groups comparisons were conducted using post hoc Dunnett’s test for checking the hypothesis.
Findings
The study revealed that negativity bias impacted consumer judgement formation to such an extent that positive valence from higher credibility source (WOM) is over-powered by negative reviews from lesser trusted source (eWOM). Further, a negative valence review from higher credibility source (WOM) may not be countered even in presence of consensus of positive valence review coming from a higher number of positive eWOM.
Originality/value
This study contributes to existing literature by examining consumer preference behaviour in presence of reviews coming from traditional and eWOM under different conditions of review valence. While earlier studies have examined individual role of WOM and eWOM under differing valence conditions, this paper extends literature by studying combined effect of WOM and eWOM under different review valence.
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Wen-Hai Chih, Li-Chun Hsu and Jaime Ortiz
This study explores the effects of interpersonal determinants (tie strength and homophily) and informational determinants (source trustworthiness and customer endorsement) on…
Abstract
Purpose
This study explores the effects of interpersonal determinants (tie strength and homophily) and informational determinants (source trustworthiness and customer endorsement) on perceived positive electronic word-of-mouth (eWOM) review credibility (PPERC), which subsequently affects attitude toward the product (ATP), attitude toward the Fan Page (ATFP), and eWOM review adoption (ERA) based on the cognition-affection-behavior (CAB) model.
Design/methodology/approach
The research sample consists of 402 subjects who used the Fan Page of Fashion Guide for more than one year. This research adopts a Structural Equation Modeling (SEM) to test the proposed model, which shows a good fit.
Findings
The results indicate that tie strength, homophily, source trustworthiness and customer endorsement each have a significant and positive effect on PPERC, respectively. In addition, homophily has a significant and positive effect on the strength and source trustworthiness. Furthermore, the results reveal that PPERC has a significant and positive effect on ATP, ATFP and ERA.
Originality/value
This study contributes to the literature by integrating multi perspectives and factors from informational determinants and interpersonal determinants. In addition, this study proposes that these determinants affect ERA via PPERC and dual attitudes (ATP and ATFP).
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Does the same news item on three different online news platforms, namely: newspapers, blogs and video news, impact each of perceived source credibility, likeability, content…
Abstract
Purpose
Does the same news item on three different online news platforms, namely: newspapers, blogs and video news, impact each of perceived source credibility, likeability, content believability and attitude toward a message, differently? The paper aims to discuss these issues.
Design/methodology/approach
An experimental approach conducted among university students is adopted.
Findings
The psychometric properties of the instruments used are supported. Results showed that source credibility did not differ for the three platforms, indicating that respondents did not find one platform less credible than another. However, differences were observed on each of content believability, likeability and attitude toward the message. Online newspapers scored highest in all of these. Blogs came second in both content believability and likeability, while video news came second in attitude toward a message.
Research limitations/implications
A number of limitations are noted. In particular, generalisability of findings to all youths in the country and beyond must be done with extreme caution.
Practical implications
The results suggest that the medium does change the message and online newspapers as a platform retain an advantage despite the arrival of alternative new media platforms, represented by blogs and video news. The latter emerges as the least effective indicating that respondents appear to prefer reading their news.
Originality/value
The paper uses an experimental approach and robust measures to compare news platforms across a number of elements in the communication process among a strong user segment.
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Chun-Der Chen and Edward C.S. Ku
Bridging indistinct relationships and online loyalty has become an important strategy for online interest-based communities' operators and firms. The objective of this study is to…
Abstract
Purpose
Bridging indistinct relationships and online loyalty has become an important strategy for online interest-based communities' operators and firms. The objective of this study is to draw on the elaboration likelihood model (ELM) to advance our understanding of the influences on the development of relationship quality and the consequent impact on members' loyalty to online communities.
Design/methodology/approach
To test the hypotheses the authors identified and selected four interest-based online communities in Taiwan. The online survey yielded 331 completed questionnaires from members of interest-based online communities and the authors analysed the results using the structural equation modelling approach.
Findings
The findings show that argument quality and source credibility positively affect members' perceived relationship quality, which has a positive and significant effect on behavioural loyalty, and personal relevance and user expertise positively moderate the relationship between argument quality and relationship quality and negatively moderate the relationship between source credibility and relationship quality.
Research limitations/implications
While this study has produced meaningful insights for investigating the informational processing influences on relationship quality and subsequent behavioural loyalty through the ELM perspective, the samples may not allow researchers to draw more general conclusions across different types of community contexts. The data were collected only from interest-based communities. Examining this model across different types of online communities, such as transaction-, relationship-, or fantasy-based ones, would help establish the generalisability of these results beyond the current context.
Practical implications
The present study can help managers of online communities recognise the differential effects of these information processes across a user population and customise optimal strategies that best fit the unique characteristics of their community members. For making argument quality more convincing, Toulmin's (1958) model of argumentation could serve as an appropriate mechanism. Moreover it is crucial to provide various indicators of source credibility for information content.
Originality/value
The paper addresses a gap in the research by using ELM to better understand the influences on the development of relationship quality and the impact on members' loyalty. Understanding these dynamics is critical since it: enriches the relationship marketing and information management literature by addressing the role of information content in the management and success of online communities; helps online community managers customise optimal strategies for their members, thereby fostering members' loyalty and their platform's competitive advantage; and illuminates two influential processes that can achieve the desired attitude change in the context of online communities.
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Porismita Borah, Sojung Kim and Ying-Chia (Louise) Hsu
One of the most prolific areas of misinformation research is examining corrective strategies in messaging. The main purposes of the current study are to examine the effects of (1…
Abstract
Purpose
One of the most prolific areas of misinformation research is examining corrective strategies in messaging. The main purposes of the current study are to examine the effects of (1) partisan media (2) credibility perceptions and emotional reactions and (3) theory driven corrective messages on people's misperceptions about COVID-19 mask wearing behaviors.
Design/methodology/approach
The authors used a randomized experimental design to test the hypotheses. The data were collected via the survey firm Lucid. The number of participants was 485. The study was conducted using Qualtrics after the research project was exempt by the Institutional Research Board of a large University in the US. The authors conducted an online experiment with four conditions, narrative versus statistics and individual versus collective. The manipulation messages were constructed as screenshots from Facebook.
Findings
The findings of this study show that higher exposure to liberal media was associated with lower misperceptions, whereas higher credibility perceptions of and positive reactions toward the misinformation post and negative emotions toward the correction comment were associated with higher misperceptions. Moreover, the findings showed that participants in the narrative and collective-frame condition had the lowest misperceptions.
Originality/value
The authors tested theory driven misinformation corrective messages to understand the impact of these messages and multiple related variables on misperceptions about COVID-19 mask wearing. This study contributes to the existing misinformation correction literature by investigating the explanatory power of the two well-established media effects theories on misinformation correction messaging and by identifying essential individual characteristics that should be considered when evaluating how misperceptions about the COVID-19 crisis works and gets reduced.
Peer review
The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-11-2021-0600
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Pramod Iyer, Atefeh Yazdanparast and David Strutton
Political marketing is unable to reach out or influence voters as it once did. This study aims to identify means for political marketers to effectively reach to voters…
Abstract
Purpose
Political marketing is unable to reach out or influence voters as it once did. This study aims to identify means for political marketers to effectively reach to voters. Specifically, this study examines the role of different WOM/e-WOM political messages (shallow vs deep) delivered through various communication channels on voters’ message evaluation, believability, attitude towards the message and communication, message involvement, voting intentions and WOM/e-WOM intentions.
Design/methodology/approach
Two experimental design studies were conducted to test the research hypotheses. Data were collected from age-based voting cohorts through snowball sampling and online consumer panels.
Findings
The results suggest that political WOM/e-WOM messages received via different communication modes are perceived differently by age-based voting cohorts in terms of message evaluation, believability and attitudinal dispositions. The perceived credibility of the communication source makes a difference in such evaluations and dispositions. Also, the complexity of message impacts behavioral intentions of age-based voting cohorts differently. Older (younger) voter cohorts are more receptive to complex and detailed (short and brief) messages. Political message involvement mediates the relationship between message believability and voting intentions, as well as WOM/e-WOM intentions.
Research limitations/implications
The results are limited in terms of generalizability due to the experimental nature of the studies. Future research may seek to use actual candidates and examine the effects of moderators such as the cognition-based needs of respondents to engage in central or peripheral processing.
Practical implications
Political marketers can achieve greater credibility and effectiveness and partially restore political marketing’s reputation by honoring three guidelines: construct shallower (or deeper) political marketing messages when targeting younger (or older) voting cohorts through internet-connected (or traditional) delivery modes.
Originality/value
This paper explores an important but under-researched area in political marketing (i.e. the use of WOM/e-WOM messages in political marketing) and identifies important differences in attitudinal and behavioral dispositions of age-based voting cohorts impacted by the choice of communication mode and message complexity. Moreover, the perceived credibility of the communication source (sender) can sway communication mode preferences for age-based voting cohorts.
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