| dc.description.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. | en_US |
