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Electronic word-of-mouth from video bloggers: The role of content quality and source homophily across hedonic and utilitarian products

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  • R. Filieri

    (Audencia Business School)

  • F. Acikgoz
  • D. Hao

Abstract

Consumers increasingly post videos in which they review products and experiences, spreading electronic word-of-mouth (eWOM). Despite the relevance of consumer-generated audio-visual eWOM, there is limited research on this topic. Integrating Source Credibility Theory and the Information Adoption Model, this study investigates the effect of source expertise, trustworthiness, homophily, and popularity on perceived content quality and purchase intention. We ran two studies and gathered responses from 498 and 230 viewers of online videos of hedonic experiences (travel) and utilitarian products (personal technology), respectively. Findings indicate that source trustworthiness and expertise predict content quality across product types, while source homophily predicts content quality for hedonic experiences and source popularity for utilitarian products. Source homophily and content quality directly affect behavioral intention across product types, while source expertise influences consumers' purchase intention of utilitarian products. Content quality mediates the influence of these source characteristics on behavioral intention.

Suggested Citation

  • R. Filieri & F. Acikgoz & D. Hao, 2023. "Electronic word-of-mouth from video bloggers: The role of content quality and source homophily across hedonic and utilitarian products," Post-Print hal-04713695, HAL.
    • Handle: RePEc:hal:journl:hal-04713695
    DOI: 10.1016/j.jbusres.2023.113774
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    References listed on IDEAS

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    7. Benevento, Elisabetta & Aloini, Davide & Roma, Paolo & Bellino, Davide, 2025. "The impact of influencers on brand social network growth: Insights from new product launch events on Twitter," Journal of Business Research, Elsevier, vol. 189(C).
    8. Liyanaarachchi, Gajendra & Gamage, Thilini Chathurika & Viglia, Giampaolo & Charton-Vachet, Florence, 2025. "Overcoming reactance to climate change: The business-ecology nexus," Journal of Business Research, Elsevier, vol. 190(C).
    9. Liao, Junyun & Chen, Jiada, 2024. "The authenticity advantage: How influencer authenticity management strategies shape digital engagement with sponsored videos," Journal of Business Research, Elsevier, vol. 185(C).
    10. D. Mladenovic & E. Ismagilova & R. Filieri & Y. Dwivedi, 2024. "MetaWOM – toward a sensory word-of-mouth (WOM) in the metaverse," Post-Print hal-04582457, HAL.
    11. Pooja Katyal & Reetika Sehgal, 2025. "Unraveling the impact of online consumer reviews on consumer buying behavior," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 16(1), pages 330-345, January.

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