Authors: Junga Kim; Chunsik Lee
Addresses: Department of Communication, University of North Florida, 1 UNF Drive, Jacksonville, FL 32224, USA ' Department of Communication, University of North Florida, 1 UNF Drive, Jacksonville, FL 32224, USA
Abstract: This study empirically tests the impact of receiver characteristics and interpersonal relationship factors on consumer learning, attitude, and behavioural intention in electronic word-of-mouth (eWOM) in the context of social media. This study also explores the moderating roles of consumer expertise and product involvement on the relation between interpersonal relationship factors and eWOM effectiveness. Data were collected via online survey with general social media users. Our findings reveal that source credibility and perceived similarity with eWOM message senders significantly influence various outcomes of eWOM communication including knowledge gain, further information search, pass-along behaviour, attitude toward product or service, and purchase intention. The strength of ties with the eWOM sender does not influence any eWOM outcomes. eWOM receivers' prior knowledge about product/service and product involvement serve as critical moderating factors for the effect of interpersonal relationship factors on consumer responses toward eWOM communications in social media.
Keywords: word-of-mouth; eWOM; social media; balance theory; elaboration likelihood model; WOM effectiveness; relationship factors; source credibility; strength of ties; product involvement; expertise.
International Journal of Internet Marketing and Advertising, 2017 Vol.11 No.2, pp.103 - 123
Received: 05 Sep 2016
Accepted: 05 Dec 2016
Published online: 04 May 2017 *