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Facebook eWOM: Self-Shared Versus System-Generated Credibility Cue
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Author(s): Payal S. Kapoor (FORE School of Management, New Delhi, India), K R. Jayasimha (Indian Institute of Management Indore, Indore, India), Srinivas Gunta (Indian Institute of Management Indore, Indore, India)and Ashish Sadh (Indian Institute of Management Indore, Indore, India)
Copyright: 2021
Pages: 27
Source title:
Research Anthology on Strategies for Using Social Media as a Service and Tool in Business
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-7998-9020-1.ch066
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Abstract
The study examines how consumers, in a Facebook eWOM context, perceived source and message credibility by utilizing self-shared and system-generated cues. It investigates:(1) to what extent source and message credibility derived from these cues may lead to significant attitudinal responses and intentions to purchase; (2) and to what extent attitudinal responses are likely to vary with different levels and combinations of these credibility cues. Data was collected from 246 respondents who were exposed to Facebook eWOM scenarios. The structural model results confirm that the perceived source and message credibility derived from self-shared and system-generated cues are significant antecedents to purchase-related consideration for a brand. The results further confirm that these cues have an overall balancing effect: one compensates for the low level of the other leading to a significant persuasive response. The study evaluates traditional antecedents of WOM adoption, namely, perceived source and message credibility derived from unique interface-related features.
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