The Effect of Message Valence on e-WoM Spread: A Moderated Mediation Analysis

dc.contributor.authorEdin Güçlü SÖZER
dc.contributor.authorSözer, Edin Güçlü
dc.contributor.otherİşletme / Business Administration
dc.date.accessioned2024-05-25T12:19:47Z
dc.date.available2024-05-25T12:19:47Z
dc.date.issued2019
dc.departmentOkan Universityen_US
dc.department-tempİstanbul Okan Üniversitesien_US
dc.description.abstractThis study aims to examine the effect of e-WoM message on the intentionlevel of consumers to spread the word to other consumers in the presence of amoderated mediation interaction effect between risk perception and uncertaintyavoidance levels of consumers. An experimental design was implemented, and themanipulated experimental condition was e-WoM message represented in two levels,negative and positive. The results indicate that, compared to negative ones, positive eWoM messages lead to higher intention to share the message with other consumers.However, in the presence of perceived risk, the positive direct effect of positive messagesturns into a negative indirect effect when perceived risk mediates this relationship.Moreover, this negative indirect effect stabilizes with the uncertainty avoidancemoderated relationship between e-WoM message and perceived risk. In the light ofthese findings, a two levels e-WoM communication strategy was proposed to maximizethe benefits of positive customer feedbacks: Construction of a strong pool of positive eWoM messages generated by existing satisfied customers and the use of negativeframing in the marketing communication messages targeted to prospect customers.en_US
dc.identifier.citation0
dc.identifier.doi10.20409/berj.2019.184
dc.identifier.endpage555en_US
dc.identifier.issn2619-9491
dc.identifier.issue2en_US
dc.identifier.startpage541en_US
dc.identifier.trdizinid318977
dc.identifier.urihttps://doi.org/10.20409/berj.2019.184
dc.identifier.urihttps://search.trdizin.gov.tr/tr/yayin/detay/318977/the-effect-of-message-valence-on-e-wom-spread-a-moderated-mediation-analysis
dc.identifier.urihttps://hdl.handle.net/20.500.14517/1839
dc.identifier.volume10en_US
dc.institutionauthorSözer, Edin Güçlü
dc.institutionauthorEdin Güçlü SÖZER
dc.language.isoen
dc.relation.ispartofBusiness and Economics Research Journalen_US
dc.relation.publicationcategoryDiğeren_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subject[Sosyal > Sosyal > İş, Sosyal > Sosyal > İşletme, Sosyal > Sosyal > İktisat, Sosyal > Sosyal > İşletme Finans]en_US
dc.titleThe Effect of Message Valence on e-WoM Spread: A Moderated Mediation Analysisen_US
dc.typeArticleen_US
dspace.entity.typePublication
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