Mobile word of mouth in mobile messaging applications: an exploration of its antecedents and consequences Online publication date: Tue, 18-May-2021
by Ismail Erkan; Fulya Acikgoz; Abdulaziz Elwalda; Mushfiqur Rahman; Nisa Akin
International Journal of Business Information Systems (IJBIS), Vol. 37, No. 1, 2021
Abstract: The emergence of mobile communication has resulted in many messaging applications (e.g., WhatsApp, Line, Telegram, Viber). Such applications enable consumers to make brand related conversations; this process being called mobile word of mouth (m-WOM). Yet, both consumers and mobile message application providers are not fully conversant with the antecedents and consequences of m-WOM. Therefore, the purpose of this research is to explore both the antecedents and consequences of m-WOM in mobile messaging applications. With this aim, we have developed a theoretical framework of m-WOM by applying information credibility, trust, and attitude, which were considered to be the most robust components, to understand consumer behaviours. In this study, an online survey of 385 respondents was conducted by using structural equation modelling (SEM). The theoretical model developed in this study enables a deeper understanding of m-WOM for future research purposes.
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