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, a low credibility source induced a more positive attitude toward his advocacy than did a highly credible source when message recipients' own behavior served as a cue for determining their attitudes.
Abstract: A low credibility source induced a more positive attitude toward his advocacy than did a highly credible source when message recipients' own behavior served as a cue for determining their attitudes. In contrast, when the behavioral cue was absent, a highly credible source did not have an adverse effect on individuals' attitudes or behavior. These findings are interpreted in terms of self-perception theory and cognitive response analysis.
367 citations
TL;DR: Assessment of perceptions of credibility about information found online indicates an overall tendency to rate all information as relatively credible and results indicate that both knowledge of content and source expertise affect perceptions of online health information.
Abstract: Millions of Americans use the Internet as a resource for information, with a large proportion seeking health information. Research indicates that medical professionals do not author an extensive amount of health information available on the Internet. This creates a possibility for false information, thereby potentially leading ill people away from proper care. One way to begin addressing this problem is to assess perceptions of credibility about information found online. A between-groups, 2 (message type) × 3 (source type) factorial design was tested by manipulating source expertise (high, medium, low) and content knowledge (known and unknown). While findings did not indicate a significant interaction between source and content type, they did indicate an overall tendency to rate all information as relatively credible. In addition, results indicate that both knowledge of content and source expertise affect perceptions of online health information.
325 citations
TL;DR: In this article, the authors used positive electronic word-of-mouth (eWOM) settings to examine the influence of message source credibility on brand attitude (brand trust, brand affection, and purchase intention).
Abstract: Purpose – Based on message source theory, the purpose of this paper is to use positive electronic word‐of‐mouth (eWOM) settings to examine the influence of message source credibility on brand attitude (brand trust, brand affection, and purchase intention). The current study also uses the elaboration likelihood model to examine the moderating effect of product involvement on the relationships between message appeals (rational vs emotional) and brand attitude, as well as between message source credibility and brand attitude.Design/methodology/approach – Data were collected via internet questionnaires. Based on the internet investigation and pretest, this study chose the stimuli for research products, virtual brands, eWOM, and message source credibility. Via a 2 (notebooks vs shampoo) *2 (appeal: rational vs emotional) experimental design, 211 effective samples were collected to verify the hypotheses of this study.Findings – The results, for both notebooks and shampoo, are: the positive eWOM message with hig...
321 citations
TL;DR: In line with the expectations, other-generated information had only weak impact on the popularity judgments and communal orientation, and only other- generated information had an impact on perceived social attraction.
Abstract: This experiment examines how far extraversion of the target (self-generated information), extraversion of the target's friends (friends-generated information), and number of friends (system-generated information) influence the perceived popularity, communal orientation, and social attractiveness of the target. The warranting principle states that judgments rely more heavily on other-generated than self-generated information because the former is more immune to manipulation. It is argued that the warranting principle becomes more important when more interpersonal traits have to be judged. In line with the expectations, other-generated information had only weak impact on the popularity judgments. With regard to communal orientation, other-generated information had stronger effects and qualified the effects of self-generated information. Only other-generated information had an impact on perceived social attraction.
317 citations
TL;DR: Examination of system-generated cues available in social media impact perceptions of a source's credibility indicates that curvilinear effects for number of followers exist, such that having too many or too few connections results in lower judgments of expertise and trustworthiness.
293 citations