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Word of mouse vs word of influencer? An experimental investigation into the consumers’ preferred source of online information

Raja Ahmed Jamil (Department of Management Sciences, The University of Haripur, Haripur, Pakistan)
Abdul Qayyum (Faculty of Management Sciences, Riphah International University, Islamabad, Pakistan)

Management Research Review

ISSN: 2040-8269

Article publication date: 3 August 2021

Issue publication date: 24 January 2022

1912

Abstract

Purpose

This study aims to compare the effects of YouTube information sources (influencer vs word of mouse) on the consumer purchase decision. This paper extends the information adoption model (IAM) to include information language as a central cue and skepticism toward online information as a moderating factor.

Design/methodology/approach

A between-subjects experiment, 2 (influencer vs word of mouse) × 2 (positive vs negative information), was designed to test hypotheses. A total of 171 consumers participated in the experiment and multigroup structural equations modeling (AMOS 21) was applied.

Findings

The results indicate that consumers perceive argument quality to be more useful when the information comes from word of mouse (WOMS). While information language was deemed more useful when the information source was a YouTube influencer and the information type was positive. The study also found that skepticism toward online information reduced the overall effects, particularly for influencers and positive information.

Research limitations/implications

This study contributes to the theory by identifying and investigating the existing gaps in knowledge. For practitioners, findings speak to the synergetic power of YouTube influencers and WOMS as an effective marketing strategy.

Originality/value

This paper is one of the first to compare the effects of YouTube influencers and consumer comments by using the IAM. It also extends IAM with the inclusion of information language as a central cue and skepticism toward online information as a moderating factor.

Keywords

Citation

Jamil, R.A. and Qayyum, A. (2022), "Word of mouse vs word of influencer? An experimental investigation into the consumers’ preferred source of online information", Management Research Review, Vol. 45 No. 2, pp. 173-197. https://doi.org/10.1108/MRR-03-2021-0184

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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