Gen-Z social electronic word of mouth communication and mediating role of contents quality and sources: PLS-SEM path modelling
by Manoj Kumar; Pradeep Mamgain; Krishna Pratap Singh
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 19, No. 1/2, 2023

Abstract: The study examined elaboration likelihood model (ELM) information processing routes in the context of Gen-Z active social WOM seeking in the involvement of hospitality service buying. The ELM was employed and serial mediating routes of information processing were investigated. The samples (n = 430) were collected especially from the generation-Z group of individuals from different cities in India, such as Dehradun, Delhi, Nainital, Mussoorie, Bhubaneswar, Ranchi, Srinagar, Pune, Jaipur only. The partial least square-SEM was tested for the proposed relationship and bootstrapping used to verify potential mediation. The findings of the research indicate that active social media WOM information seeking to social WOM influence have a serial mediation effect of opinion leader, source of closeness and communication content quality and process investigated on two ELM routes (i.e., central and peripheral information processing route). The findings of this research may be an asset to the market communication leaders and corporate media administrators. However, it helps to understand the social media WOM communication active seeking pattern and being mediation factors of opinion leader, source of closeness and well as content quality indirectly effect into the further social media electronic word of mouth influence.

Online publication date: Wed, 09-Aug-2023

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com