The relationship between electronic word-of-mouth motivations and message characteristics: The sender’s perspective

This study investigates how particular motivations are associated with different eWOM message characteristics. This is examined from the sender’s perspective in both positive and negative eWOM contexts. Responses from a sample of 201 consumers who had posted an online message about a financial service in the last 12 months were collected through an online survey. Results showed that cognitive and affective characteristics of messages were linked to different motivations to engage in eWOM, which further differed across positive and negative messages. Managers should encourage consumers to share more positive factual information and sort online reviews based on the subject matter, rather than just the positivity of a message.

► Electronic word-of-mouth allows us to study the characteristics of each message.
► We examine the link between such characteristics and motivations for sending them.
► Cognitive and affective message characteristics differed for a range of motivations.
► This effect also differed for positive and negative electronic WOM messages.
► Social motives relate to cognitive & affective characteristics in positive messages.