“I Love It” Versus “I Recommend It”: The Impact of Implicit and Explicit Endorsement Styles on Electronic Word-of-Mouth Persuasiveness
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- handle: 10670/1.r9bnd7
- hal: hal-04500383
- doi: 10.1177/00472875231175083
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info:eu-repo/semantics/altIdentifier/doi/10.1177/00472875231175083
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Mots-clés
endorsement styles electronic word-of-mouth persuasion source trustworthiness persuasion knowledge linguistic effectsSujets proches
Trustworthiness Dependability Products, Manufactured Manufactured goods Products Manufactured products Affection Endorsements Indorsements--Law and legislationCiter ce document
J. Liao et al., « “I Love It” Versus “I Recommend It”: The Impact of Implicit and Explicit Endorsement Styles on Electronic Word-of-Mouth Persuasiveness », HAL-SHS : droit et gestion, ID : 10.1177/00472875231175083
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Résumé
Consumers usually endorse tourism products differently when sharing positive electronic word-of-mouth (eWOM). Thisresearch examines the relative persuasiveness of two endorsement styles, that is, explicit endorsement (e.g., ‘‘I recommendit’’) and implicit endorsement (e.g., ‘‘I love it’’). Drawing on the persuasion knowledge model, we propose that explicit endorsements are less persuasive than implicit endorsements because the former trigger stronger persuasion knowledge. We further argue that source trustworthiness mitigates the persuasion effect difference between the two endorsement styles. Thisarticle assesses these hypotheses across different sources (anonymous reviewers, friends, influencers), channels (online community, social commerce platform, social networking app), and products (hotels, restaurants) using secondary data analysis and two experiments. Three studies provide support for our hypotheses. By revealing the relationship between endorsementstyles and eWOM persuasiveness, this article provides important implications for implementing effective product endorsement.