The Impact of Relational Characteristics on Consumer Responses to Word of Mouth on Social Networking Sites

ABSTRACT

Previous research has consistently found an effect of the valence (positive vs. negative) of electronic word of mouth in general and of word of mouth on a social networking site (sWOM) specifically on consumer responses. The current study investigates how interpersonal and person-to-site relational characteristics (homophily, tie strength, and source credibility) moderate this effect on consumer responses to sWOM (behavioral and positive word-of-mouth intention). The results show that interpersonal homophily and source credibility both significantly reinforce the effect of sWOM valence on behavioral intention and positive word-of-mouth intention. Only considering person-to-site relational characteristics as antecedents, (person-to-site) homophily and source credibility reinforce the effect of sWOM valence on behavioral intention and on positive word-of-mouth intention. However, including both the interpersonal and the person-to-site relational characteristics as antecedents results in all person-to-site relational characteristics becoming nonsignificant as moderators. This study advances the sWOM literature by concurrently examining how both interpersonal and person-to site relational characteristics moderate the effect of message valence on sWOM responses. The findings imply that marketers should try to stimulate sWOM from credible sources that are homophilous to the target audience, as these relationships reinforce the positive impact of sWOM valence on behavioral intentions.

KEY WORDS AND PHRASES:

• Electronic word of mouth
• eWoM
• Facebook
• homophily
• relational characteristics
• social networking sites
• source credibility
• tie strength

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Additional information

Notes on contributors

Freya De Keyzer

FREYA DE KEYZER ([email protected]; corresponding author) is a researcher and Ph.D. candidate at the Faculty of Business and Economics, University of Antwerp, Belgium. She hold a M.Sc. from the University of Antwerp. Her research interests include electronic word of mouth and personalized advertising in social networking sites. Her papers have been presented at the International Conference of Research in Advertising, the Interactive Marketing Research Conference, and Etmaal van de Communicatiewetenschap. Her research has been published in Journal of Interactive Advertising and Online Information Review.

Nathalie Dens

NATHALIE DENS ([email protected]) is a professor of marketing, Faculty of Business and Economics, University of Antwerp. She holds a Ph.D. from the University of Antwerp. Her research focuses on communications effectiveness for different marketing communication formats and branding strategies. She has published in journals such as Health Communication, International Journal of Advertising, Journal of Advertising, Journal of Business Research, Journal of Interactive Marketing, Marketing Letters, and others. Dr. Dens is a member of the editorial boards of the International Journal of Advertising and Journal of Business Research.

Patrick De Pelsmacker

PATRICK DE PELSMACKER ([email protected]) is a full professor of marketing, Faculty of Business and Economics, University of Antwerp, and at Faculty of Economics and Business Administration, Ghent University. He holds a Ph.D. from Ghent University. His research interests include advertising effectiveness, advertising in new media, consumer behavior, branding and sustainable consumer behavior. His publications have appeared in, among others, International Journal of Research in Marketing, Journal of Advertising, International Journal of Advertising, Journal of Interactive Marketing, Psychology & Marketing, Marketing Letters, Journal of Business Research, Journal of Business Ethics, Journal of Consumer Affairs, Cyberpsychology, Behavior and Social Networking, and others. He is on the editorial boards of Journal of Advertising, International Journal of Advertising, Journal of Interactive Marketing, Journal of Interactive Advertising and Journal of Public Policy and Marketing.