Electronic word-of-mouth from video bloggers: The role of content quality and source homophily across hedonic and utilitarian products

Raffaele Filieri, Fulya Acikgoz and Hao Du

Journal of Business Research, 2023, vol. 160, issue C

Abstract: Consumers increasingly post videos in which they review products and experiences, spreading electronic word-of-mouth (eWOM). Despite the relevance of consumer-generated audio-visual eWOM, there is limited research on this topic. Integrating Source Credibility Theory and the Information Adoption Model, this study investigates the effect of source expertise, trustworthiness, homophily, and popularity on perceived content quality and purchase intention. We ran two studies and gathered responses from 498 and 230 viewers of online videos of hedonic experiences (travel) and utilitarian products (personal technology), respectively. Findings indicate that source trustworthiness and expertise predict content quality across product types, while source homophily predicts content quality for hedonic experiences and source popularity for utilitarian products. Source homophily and content quality directly affect behavioral intention across product types, while source expertise influences consumers’ purchase intention of utilitarian products. Content quality mediates the influence of these source characteristics on behavioral intention.

Keywords: Influencers; Audio-visual word-of-mouth; Product type; Source expertise; Trustworthiness; Homophily; Content quality; Behavioral intentions (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296323001327
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:160:y:2023:i:c:s0148296323001327

DOI: 10.1016/j.jbusres.2023.113774

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().