In spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.,Three hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).,Findings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.,Since today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.,While consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

PurposeThis study developed a new interpretation of the attitude contagion theory, with the information adoption model (IAM) as the theoretical basis. A review of electronic word-of-mouth studies was conducted by using informational and individual determinants to develop an integrated empirical model that identified the antecedents and consequences of consumer attitude toward online reviews.Design/methodology/approachThis study recruited 750 members of Facebook beauty fan pages in Taiwan and used the structural equation model to test research hypotheses.FindingsResults revealed that perceived “ electronic word-of mouth (eWOM) credibility of online reviews” and “product involvement” could be used to explain the effects of attitude toward online reviews. Regarding the attitude contagion effect, the effect of “attitude toward online review” on both “attitude toward a product” and “attitude toward a brand” is stronger than that on “eWOM adoption.”Originality/valueThis paper provides valuable insights into the antecedents, consequences and mediating mechanisms that determine consumer attitude toward online reviews.

Effect of eWOM review on beauty enterprise: a new interpretation of the attitude contagion theory and information adoption model

PurposeThis study investigates factors that motivate social media users to retransmit rumors. We focus on everyday rumors rather than catastrophic rumors and develop a model of everyday rumor retransmission based on the uses and gratification theory, the rumor retransmission model, and the basic law of rumor.Design/methodology/approachAn Internet survey is conducted to collect data and test the proposed model. This study’s hypotheses are tested through partial least squares regression analysis.FindingsThe results show that socializing, information seeking and status seeking increase the intention to retransmit rumors. Perceived rumor credibility has a moderating effect on the impacts of socializing and status seeking on retransmission intention.Originality/valueOur research model provides a theoretical foundation for future studies that want to explore motivations or values that determine rumor-sharing intention on social media. The findings can help government agencies and businesses to manage rumor retransmission on social media.

Examining the antecedents of everyday rumor retransmission

There is an increasing concern about the trustworthiness of online reviews as there is no editorial process for verification of their authenticity This study investigated the decision-making process of online consumers when reacting to a review, with the reputation score of the reviewer and the number of previous reviews incorporated along with anonymous and non-anonymous reviews It recruited 200 participants and developed a 3 × 2 × 2 × 2 × 2 mixed experimental study, with the independent variables being the reaction to a review of a restaurant at 3 levels, the reputation score at 2 levels, the number of previous reviews at 2 levels, the valence of the reviews at 2 levels, and the level of anonymity at 2 levels Five dependent variables were analyzed: level of trust, likelihood of going to the restaurant, a choice question of whether to go to the restaurant, confidence in the decision and the NASA-TLX workload This study found that the reputation scores complemented the reaction to a review, improving the trust in the information and confidence in the decision made The findings suggest that incorporating a user rating scale such as the reputation score of a user deters people from writing false or biased reviews and helps improve their accuracy Although no significant effect of level of anonymity was found in this study, additional personal information about the users writing the review such as photos or other social media links may make a significant difference in the decision-making process

https://www.mdpi.com/2414-4088/4/2/32/pdf

Decision Aids in Online Review Portals: An Empirical Study Investigating Their Effectiveness in the Sensemaking Process of Online Information Consumers


Purpose
This study aims to investigate the relationships between electronic word of mouth (eWOM) source credibility, perceived risk and information usefulness and how they influence tourists’ destination visit intention and online review involvement.


Design/methodology/approach
Data for this quantitative study were collected via an online survey from 460 participants and analyzed using a partial least squares analysis.


Findings
All four dimensions of eWOM source credibility reduce travelers’ perceived risk associated with destination visits, among which homophily has the greatest influence. Lower levels of perceived risk are associated with higher perceived information usefulness, thus boosting tourists’ eWOM involvement and intention to visit a destination.


Practical implications
Results offer practical implications for how the tourism industry can exploit eWOM as an information source that consumers frequently consult. The results are also valuable for Destination Marketing Organizations, allowing them to determine what type of information promotes positive tourist attitudes and behaviors toward destinations.


Originality/value
To the best of the authors’ knowledge, this study is one of the first studies to examine the interaction between eWOM credibility, perceived risk and information usefulness and their effect on consumer behaviors in the tourism context.


The impact of eWOM source credibility on destination visit intention and online involvement: a case of Chinese tourists

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.,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.,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.,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).

Li-Chun Hsu

Papers

The antecedents and consequences of the perceived positive eWOM review credibility