The influence of intrinsic and extrinsic motivational factors on e-WOM behaviour: The role of psychological impact during the time of COVID-19 crisis.
Heliyon
; 9(2): e13270, 2023 Feb.
Article
in English
| MEDLINE | ID: covidwho-2210387
ABSTRACT
This investigation unearths the trait antecedents of intrinsic and extrinsic motivational drivers and their consequences on attitude towards e-WOM of social mobile app users. Additionally, this study attempts to explore the moderating role of psychological impact on attitude towards e-WOM when COVID-19 is ravaging the world. Following the descriptive research method, the survey was carried out among convenience sample respondents of 627 social mobile app users. The outcome brought out that extraversion had a favourable influence on opinion leadership, customer engagement, and self-expression for sharing consumption related information during the pandemic. Likewise, materialism also had a strong effect on self-expression. Nonetheless, extraversion and materialism failed to affect self-presentation motives. And, self-presentation was observed influencing attitude towards e-WOM negatively. The outcome of the study demonstrates that individuals with high psychological impact have a strong motivation to involve in customer engagement to participate in e-WOM communication. Motivational drivers such as self-expression, opinion leadership, and customer engagement had a significant effect on attitude towards e-WOM for the whole sample analysis. This investigation contributes to existing literature of e-WOM behaviour and widens the scope of self-presentation theory, social exchange theory, theory of planned behaviour etc. Finally, this research also assists marketers and practitioners to take better decision-making on developing a social media advertising and campaign using the framework.
Full text:
Available
Collection:
International databases
Database:
MEDLINE
Type of study:
Experimental Studies
/
Observational study
/
Prognostic study
Language:
English
Journal:
Heliyon
Year:
2023
Document Type:
Article
Affiliation country:
J.heliyon.2023.e13270
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