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Electronic Commerce Research
Erschienen in: Electronic Commerce Research 2/2012

01.05.2012

Exploring the disseminating behaviors of eWOM marketing: persuasion in online video

verfasst von: Jung-Kuei Hsieh, Yi-Ching Hsieh, Yu-Chien Tang

Erschienen in: Electronic Commerce Research | Ausgabe 2/2012

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Abstract

The effectiveness of electronic word-of-mouth (eWOM) communication has attracted increasing attention from marketing practitioners, but relatively few studies focus on the dissemination of eWOM communication from a message perspective. Online video is a prominent form of marketing promotion, yet again, little is known about which factors make online video engaging or how they influence recipients’ forwarding intentions. This study adopts Lasswell’s communication model to investigate the persuasiveness of online video and uses the source, content, and channel dimensions to examine three potentially influential factors: awareness of persuasive intent, perceived humor, and multimedia effect. Awareness of persuasive intent exerts a negative influence, whereas the humor and multimedia effects have positive influences on both attitude toward a received online video and forwarding intentions. Therefore, e-marketers should reshape video clips to be humorous, use multimedia effects, and disguise their commercial intent to attract recipients’ attention and persuade them to disseminate an online video.
Vorheriger Artikel The effects of sequential combinations of virtual experience, direct experience, and indirect experience: the moderating roles of need for touch and product involvement
Nächster Artikel Modeling users’ acceptance of mobile services

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1
The experimental stimuli can be accessed through the following link: https://​sites.​google.​com/​site/​reserachplatofrm​/​.
 
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Metadaten
Titel
Exploring the disseminating behaviors of eWOM marketing: persuasion in online video
verfasst von
Jung-Kuei Hsieh
Yi-Ching Hsieh
Yu-Chien Tang
Publikationsdatum
01.05.2012
Verlag
Springer US
Erschienen in
Electronic Commerce Research / Ausgabe 2/2012
Print ISSN: 1389-5753
Elektronische ISSN: 1572-9362
DOI
https://doi.org/10.1007/s10660-012-9091-y

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