{"id":4399,"date":"2019-03-16T20:51:47","date_gmt":"2019-03-16T17:51:47","guid":{"rendered":"https:\/\/www.berjournal.com\/?p=4399"},"modified":"2019-03-23T02:29:40","modified_gmt":"2019-03-22T23:29:40","slug":"the-effect-of-message-valence-on-e-wom-spread-a-moderated-mediation-analysis","status":"publish","type":"post","link":"https:\/\/www.berjournal.com\/tr\/the-effect-of-message-valence-on-e-wom-spread-a-moderated-mediation-analysis","title":{"rendered":"The Effect of Message Valence on e-WoM Spread: A Moderated Mediation Analysis"},"content":{"rendered":"

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Makale Bilgileri<\/td>\n<\/tr>\n
\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Dergi:<\/td>\nBusiness and Economics Research Journal<\/td>\n<\/tr>\n
Makalenin Ba\u015fl\u0131\u011f\u0131:<\/td>\nThe Effect of Message Valence on e-WoM Spread:
\nA Moderated Mediation Analysis<\/td>\n<\/tr>\n
Yazar(lar):<\/td>\nEdin G\u00fc\u00e7l\u00fc S\u00f6zer<\/td>\n<\/tr>\n
Cilt:<\/td>\n10<\/td>\n<\/tr>\n
Say\u0131:<\/td>\n2<\/td>\n<\/tr>\n
Y\u0131l:<\/td>\n2019<\/td>\n<\/tr>\n
Sayfa:<\/td>\n541-555<\/td>\n<\/tr>\n
ISSN:<\/td>\n2619-9491<\/td>\n<\/tr>\n
DOI Numaras\u0131:<\/td>\n10.20409\/berj.2019.184<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
\u00d6z<\/td>\n<\/tr>\n
This study aims to examine the effect of e-WoM message on the intention level of consumers to spread the word to other consumers in the presence of a moderated mediation interaction effect between risk perception and uncertainty avoidance levels of consumers. An experimental design was implemented, and the manipulated experimental condition was e-WoM message represented in two levels, negative and positive. The results indicate that, compared to negative ones, positive e-WoM 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 messages turns into a negative indirect effect when perceived risk mediates this relationship. Moreover, this negative indirect effect stabilizes with the uncertainty avoidance moderated relationship between e-WoM message and perceived risk. In the light of these findings, a two levels e-WoM communication strategy was proposed to maximize the benefits of positive customer feedbacks: Construction of a strong pool of positive e-WoM messages generated by existing satisfied customers and the use of negative framing in the marketing communication messages targeted to prospect customers.<\/td>\n<\/tr>\n
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Anahtar Kelimeler:<\/td>\ne-WoM, Message Valence, Perceived Risk, Uncertainty Avoidance<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
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JEL S\u0131n\u0131fland\u0131rmas\u0131:<\/td>\nM30, M31, M37<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
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Makale Bilgileri Dergi: Business and Economics Research Journal Makalenin Ba\u015fl\u0131\u011f\u0131: The Effect of Message Valence on e-WoM Spread: A Moderated Mediation Analysis Yazar(lar): Edin G\u00fc\u00e7l\u00fc S\u00f6zer Cilt: 10 Say\u0131: 2 Y\u0131l: 2019 Sayfa: 541-555 ISSN: 2619-9491 DOI Numaras\u0131: 10.20409\/berj.2019.184 \u00d6z This study aims to examine the effect of e-WoM message on the intention level of […]<\/p>\n

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