Acceptance and forwarding of electronic word of mouth

Mahapatra, Sabita; Mishra, Abhishek

doi:10.1108/mip-01-2017-0007

Cited by 53 publications

(82 citation statements)

References 74 publications

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“…Kim & Park (2016) defined viral intention as an individual intention to forward an ad. Mahapatra & Mishra (2017) defined viral as any positive or negative statement made by customers that spread out to large audiences via the Internet. There is a positive influence between viral intentions and purchase intentions (Kudeshia & Kumar, 2017;Nuseir, 2019).…”

Section: Viral Intentionsmentioning

confidence: 99%

The influence of advertising appeals on viral advertising, brand awareness, and purchase intention: The moderator role of hedonic personality

Prajogo¹,

Purwanto²

2020

JEMA

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Viral advertising has become a trending topic nowadays. This study aims to examine the effect of advertising appeals on viral advertising, brand awareness, and purchase intentions with the hedonic personality playing as a moderating role. The use of hedonic personality itself to predict viral intentions, brand awareness, and purchase intentions have not been widely discussed by other researchers. This study can be classified as explanatory research with purposive sampling and partial least square as sampling techniques and data analysis. This study was designed to focus on individuals who can be classified as social media active users with a minimum age of 18 years old. The result shows that advertising appeals (humor and informative) have a positive and significant impact on viral intention and attitude toward advertisement. Thus, the higher viral intention and the positive attitude toward advertisement will increase the possibility of purchase and the level of brand awareness. While hedonic personality was significantly proved moderates the relationship between viral intentions and brand awareness in this study. The nature of respondents in this study who mainly are at high level of hedonic personality make the moderation role of hedonic personality has no significant impact on the relationship of viral intentions on purchase intentions. Therefore, the viral factor on hedonic consumers did not seem to correlate purchase intentions.

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Section: Viral Intentionsmentioning

confidence: 99%

The influence of advertising appeals on viral advertising, brand awareness, and purchase intention: The moderator role of hedonic personality

Prajogo¹,

Purwanto²

2020

JEMA

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Section: Impact Of Micro-influencers Credibility On Behavioural Imentioning

confidence: 99%

“…According to Mahapatra & Mishra (2017), acceptance of e-word-of-mouth depends upon source credibility and tie strength. Acceptance of e-word-of-mouth plays a mediating role that confirms that people forward information online only if they accept it (Mahapatra, 2017). Since, viral intention not only includes liking, commenting or sharing a post but also the intention of a user to follow brands and to recommend it to others (Messiaen 2017), it can be seen that source credibility is linked to viral intention of the users (Gunawan 2015).…”

Section: Impact Of Micro-influencers Credibility On Behavioural Imentioning

confidence: 99%

Role of Micro-Influencers in Affecting Behavioural Intentions

2020

IJRTE

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Purpose -Micro-influencers are often positioned between common social media users and celebrities. Using them for endorsements is a current and prospective aspect of social media marketing. This paper studies the credibility of microinfluencers and their impact on behavioral intentions of their followers. Designing -This paper take benefit of the qualitative analysis on responses received from 135 Instagram users who follow at least one micro-influencer and have purchased at least one product promoted by them. Responses from 15 microinfluencers and 08 small business owners (who have roped in regional micro-influencers) have also been studied. Findings -The paper identifies that micro-influencers are gaining much popularity in India, since the users find them relatable and trustworthy. The attractive advertisements (in form of posts & stories) leave an impact on followers and also shape their purchase and viral intentions. Research limitations/implications-The methodology adopted for this paper is of qualitative nature and the responses collected from various sources were verified against the available literature. Same could be done in qualitative terms. Practical implications -The use of micro-influencers for social media marketing is on the rise. Studying their impact especially for small businesses that can't spend on other cost intensive advertising alternatives becomes relevant. Originality/value -This research contributes to studying microinfluencer role in affecting the behavioral intentions of social media users in India. Not many studies have been conducted in this regard and even less considering Instagram as a platform

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“…The effectiveness of WOM has been investigated to indicate different types of WOM outcomes, for example, attitude and judgement (Ballantine & Yeung, 2015;Bone, 1995;Liang, Ekinci, Occhiocupo, & Whyatt, 2013), service purchase decision (Baker, Donthu, & Kumar, 2016;Voyer & Ranaweera, 2015), purchase intention (Martin & Lueg, 2013;Prendergast, Ko, & Siu Yin, 2010), message retransmission (Baker et al, 2016;Mahapatra & Mishra, 2017), and service switching (Wangenheim & Bayón, 2004). Within the scope of the present study, the effects of active WOM seeking and factors of WOM processing are the focus.…”

Section: Wom Constructs: Active Seeking and Wom Influencementioning

confidence: 99%

“…The central route is manifested by WOM message evaluation (Mahapatra & Mishra, 2017). In WOM literature, message characteristics are the factors that influence WOM effectiveness (Sweeney, Soutar, & Mazzarol, 2008).…”

Section: Active Wom Seeking and Message Characteristicsmentioning

confidence: 99%

Word‐of‐mouth information processing routes: The mediating role of message and source characteristics

Robinson

Dobele

2019

J of Consumer Behaviour

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This study investigates word‐of‐mouth (WOM) information processing routes from active WOM seeking behaviour. Employing the elaboration likelihood model (ELM), the direct and indirect effects of factors within information processing routes are examined in a credence service context. A deeper exploration of the causal chains of each route was conducted using serial mediation models of message quality and source characteristics. Data were collected in the higher education context from a survey of 509 high school students applying for tertiary study. Findings indicate that active WOM seeking and the serial mediation effects elicit two routes of information processing: central and peripheral. This study is amongst the first to intensively reveal the underlying causal chains of WOM processing and supports the application of ELM theory in WOM research.

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Acceptance and forwarding of electronic word of mouth

Cited by 53 publications

References 74 publications

The influence of advertising appeals on viral advertising, brand awareness, and purchase intention: The moderator role of hedonic personality

The influence of advertising appeals on viral advertising, brand awareness, and purchase intention: The moderator role of hedonic personality

Role of Micro-Influencers in Affecting Behavioural Intentions

Word‐of‐mouth information processing routes: The mediating role of message and source characteristics

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