Interactive impact of EWOM message characteristics on online brand outcomes: Towards an integrative framework
Despite growing interest in the rising popularity of electronic word of mouth (EWOM), many unanswered questions remain about its effects on online brand outcomes. This paper explores the interactive impact of message characteristics (valence, credibility and format) on online brand evaluation and...
| Main Authors: | , , |
|---|---|
| Format: | Conference Paper |
| Published: |
2023
|
| Online Access: | http://hdl.handle.net/20.500.11937/93028 |
| _version_ | 1848765689015304192 |
|---|---|
| author | Alqahtani, Abdulaziz Sharma, Piyush Kingshott, Russel |
| author_facet | Alqahtani, Abdulaziz Sharma, Piyush Kingshott, Russel |
| author_sort | Alqahtani, Abdulaziz |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Despite growing interest in the rising popularity of electronic word of mouth (EWOM), many
unanswered questions remain about its effects on online brand outcomes. This paper explores
the interactive impact of message characteristics (valence, credibility and format) on online
brand evaluation and engagement. We tested our hypotheses using a web-experiment with a
fictitious airline brand as the research context to collect data from a sample of Facebook users
(N=480) drawn from an online Australian consumer panel. All the participants were randomly
assigned to one of 16 conditions in a 2 (EWOM message valence: negative vs. positive) x 2
(EWOM message credibility: low and high) x 4 (message format: text, picture, audio-visual
and audio) between-subjects factorial design. We found a positive effect of message valence
on online brand evaluation that is positively moderated (enhanced) by credibility. We also
found significant differences in the impact of valence (but not credibility) on brand evaluation
across different message formats. Finally, brand evaluation mediates the impact of message
valence (but not credibility) on online brand engagement. |
| first_indexed | 2025-11-14T11:39:14Z |
| format | Conference Paper |
| id | curtin-20.500.11937-93028 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T11:39:14Z |
| publishDate | 2023 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-930282023-11-07T03:23:14Z Interactive impact of EWOM message characteristics on online brand outcomes: Towards an integrative framework Alqahtani, Abdulaziz Sharma, Piyush Kingshott, Russel Despite growing interest in the rising popularity of electronic word of mouth (EWOM), many unanswered questions remain about its effects on online brand outcomes. This paper explores the interactive impact of message characteristics (valence, credibility and format) on online brand evaluation and engagement. We tested our hypotheses using a web-experiment with a fictitious airline brand as the research context to collect data from a sample of Facebook users (N=480) drawn from an online Australian consumer panel. All the participants were randomly assigned to one of 16 conditions in a 2 (EWOM message valence: negative vs. positive) x 2 (EWOM message credibility: low and high) x 4 (message format: text, picture, audio-visual and audio) between-subjects factorial design. We found a positive effect of message valence on online brand evaluation that is positively moderated (enhanced) by credibility. We also found significant differences in the impact of valence (but not credibility) on brand evaluation across different message formats. Finally, brand evaluation mediates the impact of message valence (but not credibility) on online brand engagement. 2023 Conference Paper http://hdl.handle.net/20.500.11937/93028 fulltext |
| spellingShingle | Alqahtani, Abdulaziz Sharma, Piyush Kingshott, Russel Interactive impact of EWOM message characteristics on online brand outcomes: Towards an integrative framework |
| title | Interactive impact of EWOM message characteristics on online brand outcomes: Towards an integrative framework |
| title_full | Interactive impact of EWOM message characteristics on online brand outcomes: Towards an integrative framework |
| title_fullStr | Interactive impact of EWOM message characteristics on online brand outcomes: Towards an integrative framework |
| title_full_unstemmed | Interactive impact of EWOM message characteristics on online brand outcomes: Towards an integrative framework |
| title_short | Interactive impact of EWOM message characteristics on online brand outcomes: Towards an integrative framework |
| title_sort | interactive impact of ewom message characteristics on online brand outcomes: towards an integrative framework |
| url | http://hdl.handle.net/20.500.11937/93028 |