Open Access Article

Title: WOM credibility and eWOM credibility and their consequences for engagement

Authors: Ricardo Castano; Diana Escandon-Barbosa

Addresses: Pontificia Universidad Javeriana Cali, Calle 18 #118-250, 760031, Cali, Colombia ' Pontificia Universidad Javeriana Cali, Calle 18 #118-250, 760031, Cali, Colombia

Abstract: Engagement is relevant to understanding the profitable relationship that exists between customers and organisations in a market. This can be evidenced by studying the credibility of WOM and the credibility of eWOM and their impact on engagement. Currently, there is no evidence from other studies to validate this relationship. This article initially analyses how message quality, integrity, extraversion, and ease of use are antecedents of WOM and eWOM credibility and then analyses how the latter generates engagement. This research studies 645 people who for different reasons made trips to national and/or international destinations, and with this input, a structural equation model is presented using SmartPLS (3.0). As a result, it was found that there is a positive relationship between the credibility of WOM, the credibility of eWOM, and engagement. This research serves as the basis for expanding knowledge and customer management in organisations.

Keywords: credibility; word of mouth; WOM; electronic word of mouth; eWOM; engagement; satisfaction; integrity; ease of use; message quality; extraversion.

DOI: 10.1504/IJBE.2022.10044020

International Journal of Business Environment, 2022 Vol.13 No.2, pp.125 - 144

Received: 09 Aug 2021
Accepted: 24 Sep 2021

Published online: 09 Mar 2022 *