The influences of electronic word‐of‐mouth message appeal and message source credibility on brand attitude

By P. Wu, Yunchun Wang. 2011

447 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/a020a16ac26202fb6148b2a120aaf7e2b7f896f1

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In Marketing

In Organizational Behavior and Human Resource Management

In Sociology and Political Science

Citations in the corpus

Reexamining Health Messages in the Digital Age: A Fresh Look at Source Credibility Effects (2015, background): “In addition, Wu and Wang (2011) report that the perceived credibility of eWOM communications has a moderating effect on consumers’ brand attitudes, irrespective of their degree of involvement with the product, which is indicative of the robustness of this effect.”
The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus (2019, background): “…decision making than other traditional marketing tools, such as personal selling, or advertising media (Engel et al., 1969; Katz & Lazarfeld, 1955; Lee et al., 2006), because it is considered more credible and reliable than any resource information generated by an institution (Wu & Wang, 2011).”
Exploring relationships among brand credibility, purchase intention and social media for fashion brands: A conditional mediation model (2018, background): “Wu and Wang (2011) stated that there is a direct and positive relationship between message source credibility and brand attitude.”
The impact of the source credibility of Instagram influencers on travel intention: The mediating role of parasocial interaction (2021, background): “The credibility of the message source shows how much the recipient believes in the sender (Wu and Wang, 2011).”
Disclosing sponsored Instagram posts: the role of material connection with the brand and message-sidedness when disclosing covert advertising (2019, background): “We focus on how different sponsorship disclosure types affect attitudes toward a brand, which is consumers’ overall evaluation of a brand (Wu and Wang 2011) and is a primary element of customer-based equity (Lane and Jacobson 1995; Morgan and Hunt 1994).”