Journal ArticleDOI
Intended audience and valence of electronic word-of-mouth on social media: a study of Dutch consumers
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TLDR
Consumers with independent self-construal are more likely to share negative eWOM, particularly via social messengers with in-group members, while bridging social capital mediated the effects of self- construal on sharing negative e-WOM.Abstract:
This study aims to systematically evaluate the psychological factors of independent versus interdependent self-construal, self-evaluation motives of enhancement versus verification, and the mediating role of bridging and bonding social capital on consumers' positive and negative brand-related electronic word-of-mouth (eWOM) sharing with in-group and out-group audiences.,The online survey was conducted with young adult consumers in the Netherlands (N = 322). Multiple regression analysis with PROCESS was used to test the hypotheses.,Consumers with independent self-construal are more likely to share negative eWOM, particularly via social messengers with in-group members. These consumers, however, tend to share positive eWOM on companies' social media accounts that reach out-group audiences including online strangers. Additionally, self-evaluation was the key motivation driving positive eWOM sharing with in-groups, while bridging social capital mediated the effects of self-construal on sharing negative eWOM.,The paper provides a more holistic understanding of the factors impacting the valence and intended audience for eWOM sharing. The findings advance eWOM research by differentiating positive and negative eWOM sharing in the context of intergroup communication.read more
Citations
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How e-WOM influences consumers' purchase intention towards private label brands on e-commerce platforms: Investigation through IAM (Information Adoption Model) and ELM (Elaboration Likelihood Model) Models
TL;DR: In this paper , the effect of e-WOM on consumer's purchase intention towards private label brands (PLB) offered by the e-tailers in India was analyzed with the help of Structural Equation modeling (SEM).
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Word-of-Mouth Engagement in Online Social Networks: Influence of Network Centrality and Density
TL;DR: In this paper , the effect of network centrality and network density on the propensity to engage in positive and negative eWOM, using social networks usage as a moderating variable, was investigated.
Journal ArticleDOI
Disentangling the antecedents of rational versus emotional negative electronic word of mouth on a peer-to-peer accommodation platform
Chaofan Yang,Yongqiang Sun +1 more
TL;DR: In this article , the authors distinguish rational negative eWOM (RNW) from emotional negative eMWOM (ENW) and leverages the consumer value framework to investigate their drivers in the context of peer-to-peer accommodation platforms.
Journal ArticleDOI
What makes a self-deprecating advertisement more persuasive? The role of self-uncertainty
Cong Liu,Jiahui Gao +1 more
TL;DR: In this article , the authors examined the effect of self-uncertainty on the persuasiveness of a self-deprecating advertisement and explored the mediating role of self verification.
Journal ArticleDOI
The moderating effect of agglomeration on horizontal differentiation and online reviews: the case of Paris hotels
TL;DR: In this paper, the authors analyse the effect of pricing and horizontal differentiation strategy of a hotel on its online reputation and analyse if the hotel location and agglomeration of competitors moderates their relationship with online reputation.
References
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Journal ArticleDOI
The effects of social- and self-motives on the intentions to share positive and negative word of mouth
TL;DR: In this paper, the authors examine social and self-motives as drivers of Word of Mouth (WOM) and find that the transmitter expects to gain personal and social benefits from sharing his opinion about a brand.
Journal ArticleDOI
On Braggarts and Gossips: A Self-Enhancement Account of Word-of-Mouth Generation and Transmission:
Matteo De Angelis,Andrea Bonezzi,Alessandro M. Peluso,Alessandro M. Peluso,Derek D. Rucker,Michele Costabile +5 more
TL;DR: In this article, the authors compare the generation of WOM (i.e., consumers sharing information about their own experiences) with the transmission of WOM, i.e. consumers passing on information about experiences they heard occurred to others.
Journal ArticleDOI
Word of Mouse
Lan Xia,Nada Nasr Bechwati +1 more
TL;DR: In this paper, the authors studied the effect of cognitive personalization on consumers' purchase intention. And they found that the level of personalization is a function of the reader's affect intensity, the nature of the product reviewed and the content of the review (experiential vs. factual).
Journal ArticleDOI
Electronic Word-of-Mouth in Social Networking Sites: A Cross-Cultural Study of the United States and China
Shu-Chuan Chu,Sejung Marina Choi +1 more
TL;DR: In this article, a cross-cultural study on electronic word-of-mouth (eWOM) in social networking sites (SNSs) is presented, where social relationship variables between the United States and China are examined as potential predictors of eWOM communication in the emerging online social channels.
Journal ArticleDOI
Decomposing the Value of Word-of-Mouth Seeding Programs: Acceleration Versus Expansion
TL;DR: In this paper, the authors explore how acceleration and expansion combine to generate value in a word-of-mouth seeding program for a new product for which they define a program's social value as the global change, over the entire social system, in customer equity that can be attributed to the word of mouth program participants.