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The effectiveness of electronic word-of-mouth (eWOM) communication has attracted increasing attention from marketing practitioners, but relatively few studies focus on the dissemination of eWOM communication from a message perspective. Online video is a prominent form of marketing promotion, yet again, little is known about which factors make online video engaging or how they influence recipients' forwarding intentions. This study adopts Lasswell's communication model to investigate the persuasiveness of online video and uses the source, content, and channel dimensions to examine three potentially influential factors: awareness of persuasive intent, perceived humor, and multimedia effect. Awareness of persuasive intent exerts a negative influence, whereas the humor and multimedia effects have positive influences on both attitude toward a received online video and forwarding intentions. Therefore, e-marketers should reshape video clips to be humorous, use multimedia effects, and disguise their commercial intent to attract recipients' attention and persuade them to disseminate an online video.

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Individualism collectivism measures, along with decision styles, are examined in Taiwan. About 600 questionnaires were distributed directly to employees with managerial positions in private, public, and mixed enter prises in the capital, Taipei. In general, Taiwanese were found to be more collectivist than individualistic. Participants displayed a strong preference for consultative and participative styles and determined that these two styles were the most effective in practice. Further more, participants indicated that their immediate supervisors were mostly consultative and autocratic.