Facebook eWOM: Self-Shared Versus System-Generated Credibility Cue
TL;DR: The structural model results confirm that the perceived source and message credibility derived from self-shared and system-generated cues are significant antecedents to purchase-related consideration for a brand.
Abstract: The study examines how consumers, in a Facebook eWOM context, perceived source and message credibility by utilizing self-shared and system-generated cues. It investigates:(1) to what extent source and message credibility derived from these cues may lead to significant attitudinal responses and intentions to purchase; (2) and to what extent attitudinal responses are likely to vary with different levels and combinations of these credibility cues. Data was collected from 246 respondents who were exposed to Facebook eWOM scenarios. The structural model results confirm that the perceived source and message credibility derived from self-shared and system-generated cues are significant antecedents to purchase-related consideration for a brand. The results further confirm that these cues have an overall balancing effect: one compensates for the low level of the other leading to a significant persuasive response. The study evaluates traditional antecedents of WOM adoption, namely, perceived source and message credibility derived from unique interface-related features.
Citations
More filters
13 May 2022
TL;DR: In this article , the role of need for self-enhancement, the need for entertainment, and deal-seeking behavior on the intention to follow brands on Instagram was examined.
Abstract: The research, based on uses and gratifications theory, identifies consumer motivation and factors that influence consumers' intention to follow brands on the social media platform of Instagram. Accordingly, this study empirically examines the role of need for self-enhancement, the need for entertainment, and deal-seeking behaviour on the intention to follow brands on Instagram. Further, the study investigates the mediation of social media usage behaviour for consumption decisions on eliciting brand following behaviour. Moderation of consumer skepticism on the relationship of deal-seeking behaviour, and intention to follow brands is also investigated. Findings reveal a significant direct effect of need for self-enhancement, need for entertainment, and deal-seeking behaviour on intention to follow brands. Indirect effect of social media usage behaviour for consumption decisions was also significant; however, moderation of consumer skepticism was not found to be significant. The study will help marketers create engaging content that enables consumer-brand interactions.
1 citations
References
More filters
TL;DR: In this paper, the authors present a study of a marketing campaign in which mobile phones were seeded with prominent bloggers and the findings indicate that this network of communications offers four social media communication strategies: evaluation, embracing, endorsement, and explanation.
Abstract: Word-of-mouth (WOM) marketing—firms' intentional influencing of consumer-to-consumer communications—is an increasingly important technique. Reviewing and synthesizing extant WOM theory, this article shows how marketers employing social media marketing methods face a situation of networked coproduction of narratives. It then presents a study of a marketing campaign in which mobile phones were seeded with prominent bloggers. Eighty-three blogs were followed for six months. The findings indicate that this network of communications offers four social media communication strategies—evaluation, embracing, endorsement, and explanation. Each is influenced by character narrative, communications forum, communal norms, and the nature of the marketing promotion. This new narrative model shows that communal WOM does not simply increase or amplify marketing messages; rather, marketing messages and meanings are systematically altered in the process of embedding them. The theory has definite, pragmatic implicati...
1,271 citations
1,253 citations
TL;DR: It is found that reporting more ‘actual’ friends on the site is predictive of social capital, but only to a point, and the explanation for these findings may be that the identity information in Facebook serves as a social lubricant, encouraging individuals to convert latent to weak ties and enabling them to broadcast requests for support or information.
Abstract: This study assesses whether Facebook users have different ‘connection strategies,’ a term which describes a suite of Facebook-related relational communication activities, and explores the relationship between these connection strategies and social capital. Survey data (N = 450) from a random sample of undergraduate students reveal that only social information-seeking behaviors contribute to perceptions of social capital; connection strategies that focus on strangers or close friends do not. We also find that reporting more ‘actual’ friends on the site is predictive of social capital, but only to a point. We believe the explanation for these findings may be that the identity information in Facebook serves as a social lubricant, encouraging individuals to convert latent to weak ties and enabling them to broadcast requests for support or information.
1,206 citations
TL;DR: In this paper, the authors developed and tested a model of customer review helpfulness, based on the paradigm of search and experience goods from information economics, and found that review extremity, review depth, and product type affect the perceived helpfulness of the review.
Abstract: Customer reviews are increasingly available online for a wide range of products and services. They supplement other information provided by electronic storefronts such as product descriptions, reviews from experts, and personalized advice generated by automated recommendation systems. While researchers have demonstrated the benefits of the presence of customer reviews to an online retailer, a largely uninvestigated issue is what makes customer reviews helpful to a consumer in the process of making a purchase decision. Drawing on the paradigm of search and experience goods from information economics, we develop and test a model of customer review helpfulness. An analysis of 1,587 reviews from Amazon.com across six products indicated that review extremity, review depth, and product type affect the perceived helpfulness of the review. Product type moderates the effect of review extremity on the helpfulness of the review. For experience goods, reviews with extreme ratings are less helpful than reviews with moderate ratings. For both product types, review depth has a positive effect on the helpfulness of the review, but the product type moderates the effect of review depth on the helpfulness of the review. Review depth has a greater positive effect on the helpfulness of the review for search goods than for experience goods. We discuss the implications of our findings for both theory and practice.
1,199 citations
TL;DR: An information adoption model was developed to examine the factors affecting information adoption of online opinion seekers in online customer communities and found comprehensiveness and relevance to be the most effective components of the argument quality construct.
Abstract: Purpose – Web‐based technologies have created numerous opportunities for electronic word‐of‐mouth (eWOM) communication. This phenomenon impacts online retailers as this easily accessible information could greatly affect the online consumption decision. The purpose of this paper is to examine the extent to which opinion seekers are willing to accept and adopt online consumer reviews and which factors encourage adoption.Design/methodology/approach – Using dual‐process theories, an information adoption model was developed to examine the factors affecting information adoption of online opinion seekers in online customer communities. The model was tested empirically using a sample of 154 users who had experience within the online customer community, Openrice.com. Users were required to complete a survey regarding the online consumer reviews received from the virtual sharing platform.Findings – The paper found comprehensiveness and relevance to be the most effective components of the argument quality construct ...
1,105 citations