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Social media or online shopping websites: Will/How platforms influence eWOM effectiveness

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  • Ni, Yue
  • Cheng, Qiqi

Abstract

This article examines how the message topics of electronic word of mouth (eWOM) (feasibility vs. desirability) and platforms with different psychological distances contribute to the eWOM effect. Within the framework of construal level theory, we focus on the moderating role of the platforms (Social media vs. Online shopping websites) on the suggested eWOM message-Perceived credibility-Perceive diagnosticity-eWOM effect relationship. The results from 317 participants (M = 29.4, SD = 8.95, Range = [17, 70], 220 females) show that for social media eWOM readers, the effect of feasibility orientation eWOM is greater than desirability eWOM, and for online shopping websites eWOM readers, there is no difference between the two types of eWOM messages. The results support the moderating effect of platforms on the relationship. The effect of feasibility eWOM is greater for readers on social media than for readers on online shopping websites, and the effect of desirability eWOM is similar for online shopping websites and social media readers. The findings provide managerial implications for an eWOM marketing strategy and theoretical implications for studying the platforms effect, construal level theory, and Elaboration Likelihood Model of information adoption.

Suggested Citation

  • Ni, Yue & Cheng, Qiqi, 2022. "Social media or online shopping websites: Will/How platforms influence eWOM effectiveness," OSF Preprints rqzub, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:rqzub
    DOI: 10.31219/osf.io/rqzub
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