Work

Electronic Word-of-Mouth: An Exploration into the Why, What and How

Year: 2009

Type: conference-paper

Abstract: This paper examines how the motivations of consumers to engage in electronic wordof-mouth (eWOM) impact the cognitive and affective qualities of their eWOM message.Data were collected from a survey and a usable sample of 201 was obtained.Regression analysis was used to test the model.Results show what for positive eWOM, four motivations had significant relationship with cognitive and affective aspects of the eWOM message.In contrast, with negative eWOM, only two motivations were significantly linked to both cognitive and affective elements of the message.Cognitive and affective aspects were both found to be positively related to message effectiveness.

Source: UWA Profiles and Research Repository (UWA)

Authors: Budi Soetarto, Kenneth Yap, Jill Sweeney

Institution: The University of Western Australia

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2399417480

FWCI:

Cites: 23

Cited by:

Related to: 10