Increasing individuals' involvement and WOM intention on Social Networking Sites: Content matters!

Chun, Jong-Pil; Lee, Moon J.

doi:10.1016/j.chb.2016.02.069

Cited by 38 publications

(36 citation statements)

References 38 publications

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“…They suggest that this results from the fact that objective information will less likely result in misunderstanding or bias in the evaluation process. Chun and Lee (2016) confirm these findings in an sWOM context in that users perceive messages with more utilitarianvalue (cf. factual) content as more useful than hedonic-value (cf.…”

Section: The Moderating Effect Of a Factual Versus An Emotional Tone Of Voicesupporting

confidence: 75%

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

Keyzer

Dens

Pelsmacker

2017

OIR

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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.

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Section: The Moderating Effect Of a Factual Versus An Emotional Tone Of Voicesupporting

confidence: 75%

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

Keyzer

Dens

Pelsmacker

2017

OIR

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“…From the perspective of the relationship between products or services and consumer occasions, two forms of involvement have been considered in the scientific literature: enduring involvement and situational involvement (Chun & Lee, 2016;Ko et al, 2017;Zatori et al, 2018). The situational involvement stands for a certain buying occasion or a choice made by the consumer, being more powerful when the consumer is perceiving risk in a specific situation, while the other pertains to an entire class of products having a permanent character (Whang et al, 2016;Cheng et al, 2016;Pan et al, 2018).…”

Section: Customers Involvement Dimensionsmentioning

confidence: 99%

“…Chun & Lee, (2016); Ko et al, (2017); Zatori et al, (2018) Situational involvement is highlighted when the perceived risk for a certain consumption situation is higher. Whang et al, (2016); Cheng et al, (2016); Pan et al, (2018) Enduring involvement -the propensity for hedonic type consumption Enduring involvement is related to products or services representative for the main values, ego, and personality of people.…”

Section: Motivation For Sport Event Attendancementioning

confidence: 99%

Sport Events Customers’ Behavior in the Light of Hedonic Consumption

Gârdan¹,

Andronie²,

Dumitru³

2020

IJMS

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Consumption of sport events has raised the specialists’ interest since it has become a global phenomenon, accessible to a large mass of consumers. At the same time, this consumption generates implications from an economic, social, and cultural point of view, in the countries/locations where various sport events have been organized, through the development of cultural and sport tourism. Sport event consumption belongs to the category of consumption acts that presume total implication apart from individuals and accordingly, their emotional involvement. This involvement is correlated on the one hand with the typology and the nature of needs and consumption motives underlying this consumption, and on the other hand with the more and more intensive promotion of these events and the easier participation access of consumers. Consumer involvement is a multidimensional construct, so the idea of an “involvement profile” is more appropriate to describe how the consumer relates to such products or services. The purpose of our paper is to clarify whether involvement within consumption for sport events customers is determining a specific behavior for the hedonic type of consumption also related to other categories of products or services. The consumption of sport events represents mainly a hedonic type of consumption correlated with a high level of emotional involvement during the consumption process, an involvement developed against the backdrop of the special role, and specific meaning that sport events can have at the level of individuals’ perception.

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“…Due to the intrinsic and situational determinants of involvement (Bennett et al, 2005), it is possible to differentiate between two types of involvement: enduring and situational (Chun and Lee, 2016). Enduring involvement represents the intrinsic determinant and is seen as an individual's general and long-term consideration of the object in relation to one's knowledge, experience, interests, values and goals, gained over time and stored in long-term memory; as such, this type of involvement is stable (Chun and Lee, 2016). In contrast, situational involvement may occur in a particular situation and refers to an individual's immediate and transitory consideration of the object when he or she is in a temporary condition.…”

Section: Involvement As Antecedent Of Consumer-brand Engagementmentioning

confidence: 99%

“…Brand involvement represents positive feelings of attachment to a brand and is characterized by a tendency to resist changes (Wolny and Mueller, 2013). An individual's involvement with a company or brand would then represent an enduring involvement (Chun and Lee, 2016). Involvement with social media networking sites and applications represents the perceived relevance of social media tools and applications for an individual (Lim et al, 2013); in other words, involvement with social media indicates how motivated an individual is in using social media tools and applications, and then processing the information of user-generated contents from those social media sites.…”

Section: Involvement As Antecedent Of Consumer-brand Engagementmentioning

confidence: 99%

Analysis of consumer-brand engagement with fashion brands in social media

Ananda¹

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Increasing individuals' involvement and WOM intention on Social Networking Sites: Content matters!

Cited by 38 publications

References 38 publications

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

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

Sport Events Customers’ Behavior in the Light of Hedonic Consumption

Analysis of consumer-brand engagement with fashion brands in social media

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