Effects of Electronic Word-of-Mouth on the Potential Customer's Emotions and Product Image

This study investigated how potential customers (N = 28) respond to two types of electronic word-of-mouth (eWOM) regarding the same product. The study simulated reality by having participants read either mainly negative comments from an independent discussion forum (n = 14) or mainly positive comments from a marketer's website (n=14). The results showed that the participants' valence ratings were positive after reading eWOM on the marketer's website and negative after reading eWOM on the independent forum. Although this seems obvious, it is interesting that even though the comments on the independent forum were not considered trustworthy or expert, reading these comments negatively influenced the product image. Participants who read the independent forum rated the product image significantly lower than participants who read the marketer's website. After watching commercial videos, both groups rated the product image higher; however, the difference between the groups remained significant. The results suggest that the emotions evoked by eWOM play a key role in product image. A practical implication for companies may be purchasing targeted advertising on discussion forums to manage potential customers' negative affective reactions.