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Electronic Word-of-Mouth: An exploration into the Why, What, and How

Soetarto, B., Yap, K.B.ORCID: 0000-0002-9901-2612 and Sweeny, J.C. (2009) Electronic Word-of-Mouth: An exploration into the Why, What, and How. In: Australian & New Zealand Marketing Academy Conference (ANZMAC) 2009, 30 November - 2 December 2009, Melbourne, VIC



This paper examines how the motivations of consumers to engage in electronic wordof- mouth (eWOM) impact the cognitive and affective qualities of their eWOM message. Data were collected from a survey and a usable sample of 201 was obtained. Regression analysis was used to test the model. Results show what for positive eWOM, four motivations had significant relationship with cognitive and affective aspects of the eWOM message. In contrast, with negative eWOM, only two motivations were significantly linked to both cognitive and affective elements of the message. Cognitive and affective aspects were both found to be positively related to message effectiveness.

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