Phuong D. Tran, Tri D. Le, Nhu P. Nguyen, Uyen T. Nguyen
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引用次数: 0
Abstract
Purpose
Source factors have long been a key construct in studies of word-of-mouth influence, but particularly for the digital context of electronic word-of-mouth (eWOM), source trustworthiness and parasocial relationships are worth a considerable focus. This study pays close attention to not only the effects source trustworthiness and parasocial relationships exert on eWOM influence but also the antecedents driving them. This study additionally considers the moderating role of brand credibility in the relationships between the two key constructs and eWOM influence. Confirmatory factor analysis (CFA) was conducted to assess the reliability and validity of the constructs.
Design/methodology/approach
A quantitative survey was sent to university students in Ho Chi Minh City, Vietnam, to collect 766 responses, which were then analyzed using an SEM approach. The sampling strategy was based on convenience and snowball sampling techniques to ensure a diverse representation of the student population. Respondents were asked to rate their perceptions of source trustworthiness, parasocial relationships, brand credibility, and eWOM influence regarding social media influencers they follow. The collected data were then analyzed using an SEM approach, utilizing software such as AMOS to validate the measurement model and test the proposed structural relationships.
Findings
The results confirm the strong impact of source trustworthiness and parasocial relationships on eWOM influence and recognize source authenticity to be the most powerful driver behind the two. Additionally, the findings suggest that brand credibility can positively moderate how source trustworthiness affects eWOM influence, with interaction effects examined through multi-group analysis.
Originality/value
Relevant implications for researchers and marketing practitioners are discussed, emphasizing the strategic selection of eWOM sources and the cultivation of brand credibility to enhance consumer engagement.
长期以来,信源因素一直是口碑影响研究中的一个关键因素,但尤其是在电子口碑(eWOM)的数字化语境中,信源的可信度和寄生关系更值得关注。本研究不仅密切关注来源可信度和寄生关系对电子口碑影响力的影响,而且还关注其前因后果。此外,本研究还考虑了品牌可信度在这两个关键构念与网络口碑影响力之间关系中的调节作用。本研究对越南胡志明市的大学生进行了定量调查,共收集到 766 份回复,然后采用 SEM 方法对这些回复进行了分析。抽样策略以方便抽样和滚雪球抽样技术为基础,以确保学生群体的多样性代表性。受访者被要求对他们所关注的社交媒体影响者的来源可信度、寄生社会关系、品牌可信度和网络口碑影响力进行评分。结果结果证实了来源可信度和寄生关系对网络口碑影响力的强大影响,并确认来源真实性是两者背后最强大的驱动力。此外,研究结果表明,品牌可信度可以积极调节来源可信度对网络口碑影响力的影响,并通过多组分析检验了交互效应。原创性/价值讨论了研究人员和营销从业人员的相关意义,强调了网络口碑来源的战略选择和品牌可信度的培养,以提高消费者参与度。
期刊介绍:
The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies