Purpose – The purpose of this paper is to improve the understanding of how different forms of electronic word‐of‐mouth (eWOM) and simultaneous marketing communications (MC), two crucial components of relationship marketing, affect consumer persuasion when presented in a business‐to‐customer (B2C)‐sponsored vs a customer‐to‐customer (C2C)‐sponsored social network site (SNS). A concise typology of eWOM is also proposed. Design/methodology/approach – An experiment involving different social network movie sites was conducted testing the effects of different eWOM along with a comparison to MC on consumers’ interest in, and likelihood to watch movie DVDs. Findings – The empirical results showed that not all eWOM types have the same persuasiveness and community sponsorship as a source credibility cue is more influential from a C2C‐sponsored SNS than from a B2C one, particularly for many‐to‐one eWOM communications. Research limitations/implications – Future research should include both positive and negative types of eWOM using different product categories to increase the generalizability of the results. Practical implications – Not all eWOM types are created equal, and thus, SNS sponsorship can lead to source bias and affect the persuasiveness of eWOM embedded in SNSs. The results also imply that not all positive word‐of‐mouth has a more positive effect than MC. Originality/value – The approach of measuring two forms of communications simultaneously adds to the much‐needed integrative approach of studying the simultaneous delivery of MC and WOM and provides a more nuanced view of persuasion knowledge.
Corporate Communications: An International Journal – Emerald Publishing
Published: Jul 29, 2014
Keywords: Social media; Credibility; Marketing communications; Persuasiveness; eWOM; Social network site sponsorship
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera