Murdoch University Research Repository

Welcome to the Murdoch University Research Repository

The Murdoch University Research Repository is an open access digital collection of research
created by Murdoch University staff, researchers and postgraduate students.

Learn more

The relationship between electronic word-of-mouth motivations and message characteristics: The sender's perspective

Yap, K.B.ORCID: 0000-0002-9901-2612, Soetarto, B. and Sweeney, J.C. (2013) The relationship between electronic word-of-mouth motivations and message characteristics: The sender's perspective. Australasian Marketing Journal, 21 (1). pp. 66-74.

Link to Published Version: https://doi.org/10.1016/j.ausmj.2012.09.001
*Subscription may be required

Abstract

This study investigates how particular motivations are associated with different eWOM message characteristics. This is examined from the sender's perspective in both positive and negative eWOM contexts. Responses from a sample of 201 consumers who had posted an online message about a financial service in the last 12 months were collected through an online survey. Results showed that cognitive and affective characteristics of messages were linked to different motivations to engage in eWOM, which further differed across positive and negative messages. Managers should encourage consumers to share more positive factual information and sort online reviews based on the subject matter, rather than just the positivity of a message.

Item Type: Journal Article
Publisher: Monash University ePress
Copyright: © 2012 Australian and New Zealand Marketing Academy.
URI: http://researchrepository.murdoch.edu.au/id/eprint/55256
Item Control Page Item Control Page