Title: eWOM via social networking site: source versus message credibility

Authors: Payal S. Kapoor; K.R. Jayasimha; Ashish Sadh; Srinivas Gunta

Addresses: FORE School of Management, B 18 Qutub Institutional Area, New Delhi 110016, India ' Indian Institute of Management Indore, Prabandh Shikhar, Rau – Pithampur Road, Indore, Madhya Pradesh 453556, India ' Indian Institute of Management Indore, Prabandh Shikhar, Rau – Pithampur Road, Indore, Madhya Pradesh 453556, India ' Indian Institute of Management Indore, Prabandh Shikhar, Rau – Pithampur Road, Indore, Madhya Pradesh 453556, India

Abstract: New media has brought customers closer, they extensively indulge in eWOM. Unlike face to face WOM, which originates from known sources, eWOM on social media may originate from lesser known/unknown sources. Drawing on source credibility theory and persuasion research, aim of this study is to understand the interactive and distinct role of source and message credibility of eWOM towards consumer's brand attitude. Brand attitude may be influenced differently by different levels and combinations of source and content (message) credibility. Using the Facebook interface 246 between subject factorial design experiments are conducted. Two-way interaction effect of source and message credibility over consumer's brand attitude is tested; further one-way analysis of variance is tested to examine the varying influence of different levels and combinations of source and message credibility. A significant two-way interaction of source and message credibility moderate brand attitude. Results suggest that different levels and combinations of perceived source and message credibility, on social networking site influence consumer's brand attitude inconsistently. Study recommends caution to marketers while selecting online influencers for 'induced eWOM' campaign as believability may be moderated by all the different cues of credibility differently.

Keywords: social networking site; electronic word of mouth; eWOM; source credibility; message credibility.

DOI: 10.1504/IJIMA.2020.106043

International Journal of Internet Marketing and Advertising, 2020 Vol.14 No.1, pp.19 - 47

Received: 25 Mar 2018
Accepted: 08 Dec 2018
Published online: 26 Mar 2020 *

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