Title: Mobile word of mouth in mobile messaging applications: an exploration of its antecedents and consequences

Authors: Ismail Erkan; Fulya Acikgoz; Abdulaziz Elwalda; Mushfiqur Rahman; Nisa Akin

Addresses: Izmir Katip Celebi University, 35620, Izmir, Turkey ' Istanbul Technical University, 34357, Istanbul, Turkey ' Misurata University, 2478, Misrata, Libya ' Brunel University, UB8 3PH, UK ' Izmir Katip Celebi University, 35620, Izmir, Turkey

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.

Keywords: mobile word of mouth; m-WOM; messaging applications; WhatsApp; mobile purchase intention.

DOI: 10.1504/IJBIS.2021.115066

International Journal of Business Information Systems, 2021 Vol.37 No.1, pp.45 - 62

Received: 03 Jul 2018
Accepted: 16 Dec 2018
Published online: 18 May 2021 *

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