The impact of source characteristics and parasocial relationship on electronic word-of-mouth influence : The moderating role of brand credibility

Abstract

Source factors have long been a key construct in studies of word-of-mouth influence, but particularly in the digital context of electronic word-of-mouth (eWOM), the two factors source trustworthiness and parasocial relationships deserve a closer focus. As an attempt to shed more light on this overlooked area, this present study pays close attention to not only the effects source trustworthiness and parasocial relationship exert on eWOM influence, but also the antecedents driving these two. Additionally, this study considers the moderating role of brand credibility on the relationships between the two key constructs and eWOM influence. Quantitative research method was adopted, utilizing convenience sampling with the data collection technique of a questionnaire, and eventually yielded 766 responses. Data were then analyzed using structural equation modelling approach and PROCESS macro to test the hypotheses. The results confirm the strong impact of source trustworthiness and parasocial relationship on eWOM influence and recognize source authenticity to be the most powerful driver behind the two. Moreover, the findings suggest that brand credibility can positively moderate how source trustworthiness affects eWOM influence. Relevant implications for researchers and marketing practitioners are also clearly presented in the last chapters of the thesis.