A Study on e-WOM about Product Information Diffusion
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The growth of the Internet and industry has led to more interest in online marketing communication and electronic word-of-mouth (e-WOM). Opinions transmitted via the texts in virtual social networks become more persuasive to consumers than promotion information provided by firms and thus importance of e-WOM is growing in marketing research. This research examines factors which have a significant impact on e-WOM information diffusion and consider both characteristics of e-WOM senders and receivers, and perceived credibility of e-WOM as moderating variable. An online survey collected 543 usable responses. Both characteristics are found to significantly influence e-WOM information diffusion. They are associated with the perceived credibility of e-WOM information. The perceived credibility of e-WOM has an impact on e-WOM information diffusion. This research will contribute to the e-WOM research field by considering both roles of e-WOM participants and their effects. Practitioners can gain a better perspective of an advertising strategy by encouraging influential individuals as promoters and providing various communication tools.
Abstract
The growth of the Internet and industry has led to more interest in online marketing communication and electronic word-of-mouth (e-WOM). Opinions transmitted via the texts in virtual social networks become more persuasive to consumers than promotion information provided by firms and thus importance of e-WOM is growing in marketing research. This research examines factors which have a significant impact on e-WOM information diffusion and consider both characteristics of e-WOM senders and receivers, and perceived credibility of e-WOM as moderating variable. An online survey collected 543 usable responses. Both characteristics are found to significantly influence e-WOM information diffusion. They are associated with the perceived credibility of e-WOM information. The perceived credibility of e-WOM has an impact on e-WOM information diffusion. This research will contribute to the e-WOM research field by considering both roles of e-WOM participants and their effects. Practitioners can gain a better perspective of an advertising strategy by encouraging influential individuals as promoters and providing various communication tools.
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