Effect of electronic word-of-mouth (EWOM) message tone on brand attitude.

Electronic Word of Mouth (EWOM) is communication directed at other consumers about ownership, usage, or characteristics of particular goods and services or their sellers conducted via the Internet. Many researchers have studied the effects of the negative and positive EWOM on consumers’ purchase dec...

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Main Authors: Goh, Pei Yong., Goh, Michelle Shu Zhen., Lin, Danqing.
Other Authors: Lam Shun Yin
Format: Final Year Project
Language:English
Published: 2011
Subjects:
Online Access:http://hdl.handle.net/10356/43723
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-437232023-05-19T07:23:14Z Effect of electronic word-of-mouth (EWOM) message tone on brand attitude. Goh, Pei Yong. Goh, Michelle Shu Zhen. Lin, Danqing. Lam Shun Yin Nanyang Business School DRNTU::Business::Marketing::Internet Electronic Word of Mouth (EWOM) is communication directed at other consumers about ownership, usage, or characteristics of particular goods and services or their sellers conducted via the Internet. Many researchers have studied the effects of the negative and positive EWOM on consumers’ purchase decision. Past studies on EWOM are based on factors associated with the communicator such as credibility of communicator. Few studies have delved into the significance of message tone on the influence of brand attitude. This paper seeks to find out how the tone of EWOM, coupled with the influence of the valence of the content, impacts readers’ perception of the brand. In this study, two sets of four reviews each differing in terms of valence, product type and tone, were used to test for the effect of tone of EWOM on brand attitude. Responses were compared between those who read the blog with a formal tone with those who read the blog with an informal tone. Results showed that PD is narrower in the case of formal tone than for informal tone review. Respondents who read the formal tone review also had a higher attitude confidence than those who read the informal reviews. Valence also proved to be a significant intervening factor influencing PD perceived by individuals towards the review and attitude confidence of individuals towards the brand. These results will raise marketers’ understanding on the impact of message tone and valence on its brands, empowering marketers with relevant knowledge to leverage on the benefits of EWOM to raise company’s profit. This is important in view of the increasing influence of EWOM due to burgeoning readership. BUSINESS 2011-04-21T03:37:34Z 2011-04-21T03:37:34Z 2011 2011 Final Year Project (FYP) http://hdl.handle.net/10356/43723 en Nanyang Technological University 58 p. application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic DRNTU::Business::Marketing::Internet
spellingShingle DRNTU::Business::Marketing::Internet
Goh, Pei Yong.
Goh, Michelle Shu Zhen.
Lin, Danqing.
Effect of electronic word-of-mouth (EWOM) message tone on brand attitude.
description Electronic Word of Mouth (EWOM) is communication directed at other consumers about ownership, usage, or characteristics of particular goods and services or their sellers conducted via the Internet. Many researchers have studied the effects of the negative and positive EWOM on consumers’ purchase decision. Past studies on EWOM are based on factors associated with the communicator such as credibility of communicator. Few studies have delved into the significance of message tone on the influence of brand attitude. This paper seeks to find out how the tone of EWOM, coupled with the influence of the valence of the content, impacts readers’ perception of the brand. In this study, two sets of four reviews each differing in terms of valence, product type and tone, were used to test for the effect of tone of EWOM on brand attitude. Responses were compared between those who read the blog with a formal tone with those who read the blog with an informal tone. Results showed that PD is narrower in the case of formal tone than for informal tone review. Respondents who read the formal tone review also had a higher attitude confidence than those who read the informal reviews. Valence also proved to be a significant intervening factor influencing PD perceived by individuals towards the review and attitude confidence of individuals towards the brand. These results will raise marketers’ understanding on the impact of message tone and valence on its brands, empowering marketers with relevant knowledge to leverage on the benefits of EWOM to raise company’s profit. This is important in view of the increasing influence of EWOM due to burgeoning readership.
author2 Lam Shun Yin
author_facet Lam Shun Yin
Goh, Pei Yong.
Goh, Michelle Shu Zhen.
Lin, Danqing.
format Final Year Project
author Goh, Pei Yong.
Goh, Michelle Shu Zhen.
Lin, Danqing.
author_sort Goh, Pei Yong.
title Effect of electronic word-of-mouth (EWOM) message tone on brand attitude.
title_short Effect of electronic word-of-mouth (EWOM) message tone on brand attitude.
title_full Effect of electronic word-of-mouth (EWOM) message tone on brand attitude.
title_fullStr Effect of electronic word-of-mouth (EWOM) message tone on brand attitude.
title_full_unstemmed Effect of electronic word-of-mouth (EWOM) message tone on brand attitude.
title_sort effect of electronic word-of-mouth (ewom) message tone on brand attitude.
publishDate 2011
url http://hdl.handle.net/10356/43723
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