The Impact of Persuasion Knowledge on Consumer Responses to Rewarded Word-of-Mouth

2010 ◽  
Vol 11 (2) ◽  
pp. 145-165
Author(s):  
김현식
Keyword(s):  
Word Of Mouth ◽  
Persuasion Knowledge ◽  
Consumer Responses ◽  
The Impact

scholarly journals Don't be so emotional! How tone of voice and service type affect the relationship between message valence and consumer responses to WOM in social media

2017 ◽  
Vol 41 (7) ◽  
pp. 905-920 ◽  
Author(s):  
Freya De Keyzer ◽  
Nathalie Dens ◽  
Patrick De Pelsmacker
Keyword(s):  
Social Networking Sites ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Content Type ◽  
Consumer Responses ◽  
Moderating Variables ◽  
Service Type ◽  
Tone Of Voice ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this paper is to shed light on the boundary conditions of the effect of the valence of word-of-mouth on social networking sites (sWOM) on consumer responses (attitude toward the service provider, purchase intention and positive word-of-mouth intention). Specifically, the authors examine two moderators: the tone of voice (factual vs emotional) of the sWOM and service type (utilitarian vs hedonic) of the service that the sWOM is about. Design/methodology/approach A 2 (message valence: positive vs negative) × 2 (tone of voice: factual vs emotional) × 2 (service type: utilitarian vs hedonic) full-factorial between-subjects online experiment with 400 respondents was conducted and the data were analyzed using Hayes’ PROCESS macro. Findings The results show that message valence exerts a greater impact on consumer responses with factual sWOM messages compared to emotional ones. Furthermore, the impact of message valence is stronger for hedonic services compared to utilitarian services. In contrast to the authors’ expectations, there is no significant impact of matching the tone of voice to the service type. Practical implications First, for sWOM senders, factual messages are found to be more influential: backing an sWOM up with arguments and specific details increases the chance of it affecting consumers’ responses. As a result, marketers, especially of predominantly hedonic services, should encourage their followers and customers to spread positive factual sWOM about their service. Originality/value The study tests two previously unstudied moderating variables that affect the relationship between message valence and consumer responses to sWOM messages. Moreover, this study provides interesting insights for marketers and bloggers or reviewers.

scholarly journals Brand Webtoon as Sustainable Advertising in Korean Consumers: A Focus on Hierarchical Relationships

2019 ◽  
Vol 11 (5) ◽  
pp. 1364 ◽  
Author(s):  
Jong Lee ◽  
Jae Park ◽  
Jong Jun
Keyword(s):  
South Korea ◽  
Behavioral Intentions ◽  
Word Of Mouth ◽  
Comic Books ◽  
Consumer Attitudes ◽  
Persuasion Knowledge ◽  
Consumer Responses ◽  
Factors Influencing ◽  
Dependent Variables ◽  
Consumer Emotion

This study explores the impacts of webtoons as branded entertainment on consumer responses in competitive advertising markets. A webtoon is a digital cartoon format developed in South Korea for Korean audience that do not read comic books often, but are heavy consumers of webtoons. Using general surveys on brand webtoons in Korea, factors influencing consumer attitudes and electronic word-of-mouth (eWOM) intentions were investigated. The results of this study found that there are hierarchical influences on the use of brand webtoons on consumer emotion, transportation, persuasion knowledge, and advertising believability in order. The pattern of relationships was somewhat different between effects on attitudes toward brand webtoons and eWOM intentions. More specifically, pleasure and arousal influenced both attitudes and eWOM intentions. However, dominance only influenced eWOM intentions, and transportation only influenced attitudes towards branded webtoons. Persuasion knowledge negatively influenced both dependent variables. Advertising believability showed positive influences on attitudes and behavioral intentions.

Consumer responses to covert advertising in social media

2017 ◽  
Vol 35 (5) ◽  
pp. 578-593 ◽  
Author(s):  
Fabian Göbel ◽  
Anton Meyer ◽  
B. Ramaseshan ◽  
Silke Bartsch
Keyword(s):  
Social Media ◽  
Unique Contribution ◽  
Persuasion Knowledge ◽  
Knowledge Model ◽  
Content Type ◽  
Consumer Responses ◽  
Brand Evaluations ◽  
The Impact ◽  
Factorial Design Experiment ◽  
Practical Implications

Purpose The purpose of this paper is to contribute to marketing communications literature by exploring consumer responses to covert advertising (CA) in a social media context. Design/methodology/approach The persuasion knowledge model was used to explore the impact of CA on brand evaluations. A factorial design experiment was conducted in a social media context (YouTube). Findings The results of the study show that triggering knowledge about CA changes the way consumers respond to unfamiliar brands that use such tactics. This implies that for unfamiliar brands, with future development of persuasion knowledge, CA in social media will not only be ineffective but also detrimental with damaging effects on the brand. Research limitations/implications An important contribution of this study lies in the application of the persuasion knowledge model to social media context. Practical implications The results indicate that firms should desist from covert product and brand communications in social media contexts, and instead employ disclosed brand communications. Originality/value Given that the effects of CA have not been investigated in an online context, this study makes a unique contribution to brand communications research by providing valuable insights and better understanding of the effects of CA in social media, specifically YouTube.

Chinese brand–individual values congruity and willingness of consumers from other countries to use positive word of mouth

2020 ◽  
Vol 48 (8) ◽  
pp. 1-14
Author(s):  
Xi Chen ◽  
Qing Fang ◽  
Zhenyuan Wang
Keyword(s):  
Word Of Mouth ◽  
Brand Commitment ◽  
Positive Word ◽  
Individual Values ◽  
Mediating Role ◽  
Perceived Values ◽  
Word Of Mouth Communication ◽  
Positive Word Of Mouth ◽  
The Impact ◽  
The Relationship

Congruity of brand and individual values is the degree of fit or similarity between consumers' personal values and the perceived values of a certain brand. In this study, we took Huawei as the test brand and investigated 525 consumers in 30 countries to examine whether congruity of brand and individual values influences consumer word-of-mouth communication in an international context. The results show that (a) brand commitment played a mediating role in the effect of brand–individual values congruity on word of mouth, (b) the consistency of a brand's practices and its values (brand behavior congruity) moderated the relationship between brand–individual values congruity and the consumers' brand commitment, and (c) brand behavior congruity moderated the mediating role of brand commitment in the relationship between values congruity and positive word of mouth. Our findings provide insight into the impact of values congruity for consumers.

Impact of word-of-mouth, job attributes and relationship strength on employer attractiveness

2019 ◽  
Vol 42 (6) ◽  
pp. 721-739 ◽  
Author(s):  
Faiz Ahamad
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Information Source ◽  
Differential Impact ◽  
Content Type ◽  
Job Attributes ◽  
Relationship Strength ◽  
Job Information ◽  
Employer Attractiveness ◽  
The Impact

Purpose Job information through word-of-mouth (WOM) has a crucial impact on employer attractiveness. The phenomenal rise of social media offers alternate WOM platforms for sharing job information, which is quite different from traditional face-to-face WOM. The purpose of this paper is to examine the differential impact of traditional word-of-mouth (t-WOM) and social media word-of-mouth (s-WOM) on employer attractiveness along with the difference in the job attributes and relationship strength with the information source. Design/methodology/approach A 2 × 2 × 2 experiment was conducted to examine the impact of information source (t-WOM and s-WOM), job attributes (tangible and intangible) and relationship strength (strong and weak), on employer attractiveness. Source expertise and source trust were treated as the control variable. Findings The result shows the differential impact of t-WOM and s-WOM on employer attractiveness. Moreover, t-WOM from strong relation source found to have a high impact on employer attractiveness than s-WOM. No significant difference due to job attributes was found. Research limitations/implications Use of only positive WOM and not the negative one, student as the subjects, etc. Practical implications The present study suggests using t-WOM and s-WOM to attract talented job seekers. Originality/value This is the first study to analyze the differential impact of t-WOM and s-WOM on employer attractiveness.

scholarly journals Understanding consumer loyalty to technology-based self-services with credence qualities

2015 ◽  
Vol 29 (6/7) ◽  
pp. 522-532 ◽  
Author(s):  
Lisa Schuster ◽  
Judy Proudfoot ◽  
Judy Drennan
Keyword(s):  
Professional Services ◽  
Content Type ◽  
Consumer Responses ◽  
Factors Affecting ◽  
Behavioral Loyalty ◽  
Behavioral Domain ◽  
Continued Use ◽  
Self Service ◽  
The Impact ◽  
Goal Directed Behavior

Purpose – This paper aims to use the Model of Goal-Directed Behavior (MGB) to examine the factors affecting consumers’ continued use of emerging technology-based self-services (TBSSs) with credence qualities. Professional services, which traditionally require specialized knowledge and high levels of interpersonal interaction to produce owing to their credence qualities, are increasingly delivered via self-service technologies. Health services delivered via mobile devices, for example, facilitate self-care without direct involvement from health professionals. Design/methodology/approach – A mental health service delivered via the Internet and mobile phone, myCompass, was selected as the research context. Twenty interviews were conducted with users of myCompass and the data were thematically analyzed. Findings – The findings of the study showcase the unique determinants of consumers’ continued use of TBSSs with credence qualities relative to the more routine services which have been the focus of extant research. The findings further provide support for the utility of the MGB in explaining service continuance, although the importance of distinguishing between extrinsic and intrinsic motivational components of behavioral desire and capturing the impact of social influence beyond subjective norms is also highlighted. Originality/value – This study contributes to recent research examining differences in consumer responses across TBSSs and behavioral loyalty to these services. It also provides empirical evidence for broadening and deepening the MGB within this behavioral domain.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

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