Title: The role of brand attitude and source credibility in the relationships between eWOM communication and brand preference: a moderated mediation analysis

Authors: Meziyet Uyanik

Addresses: Department of International Trade and Business, Istanbul Topkapı University, Istanbul, Zeytinburnu 34087, Turkey

Abstract: This study examines the relationship between eWOM communication and brand preference in social networking sites in the context of the mediating role of brand attitude and the moderating role of perceived credibility towards the eWOM message source. Determining the role of moderating and mediating variables in investigating the potential effect of social media communication, which has become an essential part of individual and mass communication, on consumer behaviour is vital in understanding the conditions under which eWOM messages have an effect. The data collected from 405 participants through a questionnaire were analysed using the SPSS PROCESS macro based on the bootstrap method. The results reveal a positive relationship between eWOM messages and brand attitude; this relationship was stronger when perceived source trustworthiness was higher. The study concluded that the indirect effect of eWOM messages on brand preference systematically changes based on the source trustworthiness perceived by the person. Moreover, eWOM messages do not affect brand preference among users with equal brand attitudes. Thus, the study contributes to a more detailed understanding of the effects of social eWOM messages on consumer attitudes and behaviours. The findings' theoretical and managerial implications are discussed in the last section.

Keywords: brand preference; brand attitude; source credibility; eWOM; social eWOM; social networking sites; SNSs.

DOI: 10.1504/IJEMR.2025.149552

International Journal of Electronic Marketing and Retailing, 2025 Vol.16 No.6, pp.725 - 756

Received: 27 Jan 2023
Accepted: 22 May 2023
Published online: 07 Nov 2025 *

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