“I Love It” Versus “I Recommend It”: The Impact of Implicit and Explicit Endorsement Styles on Electronic Word-of-Mouth Persuasiveness

Liao, Junyun; He, Siying; Feng, Wenting; Filieri, Raffaele

doi:10.1177/00472875231175083

Cited by 13 publications

(3 citation statements)

References 107 publications

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“…For instance, the extant research has shown that explicit endorsements tend to be more persuasive than implicit ones when information source is trustworthy (Packard and Berger, 2017). By contrast, implicit endorsements are more effective in persuasion than explicit ones when information source is unfamiliar to prospective consumers (Liao et al, 2023). Different from those studies, our study investigates the effects of implicit versus explicit language styles in the context of negative marketing information.…”

Section: Discussionmentioning

confidence: 94%

“…Currently, many studies rely on experimental designs to assess the influence of linguistic features in NORs (e.g. Liao et al, 2023;Packard and Berger, 2017). However, future research has the opportunity to leverage AI-assisted tools to complement experimental designs, providing a more comprehensive understanding of the effects of NORs with implicit and explicit conclusions.…”

Section: Limitations and Future Research Directionsmentioning

confidence: 99%

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How to respond to negative online reviews: language style matters

Zhang,

Su,

Zhuang

et al. 2024

JSTP

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PurposeGiven resource constraints such as time and staffing, hotels cannot respond to all negative online reviews (NORs). Therefore, this study investigates (1) what types of NORs hotels should prioritize responding; and (2) what response strategies are more effective in handling different types of NORs to minimize the negative ramifications.Design/methodology/approachFour experiments in the context of hospitability were used to test the hypotheses.FindingsOur findings show that NORs with implicit conclusions (e.g. “I do not believe that is a good choice, you know what I mean.”) are more dissuasive than NORs with explicit ones (e.g. “Do not buy it.”) because the former NORs are perceived as more objective than the latter NORs. More importantly, our results show that firms do not need to respond to explicit NORs. When responding to implicit NORs, firms should prioritize those related to service failures caused by external (e.g. weather, technological misfunction) rather than internal (e.g. poor management, employee skills) factors.Research limitations/implicationsOur studies focus on the language styles of Chinese NORs, and future research should investigate how language styles influence dissuasion in other languages.Practical implicationsOur results show that NORs with implicit conclusions negatively impact consumer attitude and thus hurt performance more significantly than those with explicit conclusions. Therefore, firms should allocate limited staffing and resources to NORs with implicit conclusions. When responding to implicit NORs, firms should select NORs that can be attributed to external factors.Originality/valueOur findings shed light on the importance of the language styles of NORs and provide marketers with insights into how to handle NORs. Our results reveal that consumers perceive higher objectivity of NORs when these reviews are implicit than when they are explicit. Furthermore, this study contributes to the online review literature by suggesting that firms should tailor their response strategies for NORs based on the reviewers’ language styles.

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Section: Discussionmentioning

confidence: 94%

Section: Limitations and Future Research Directionsmentioning

confidence: 99%

How to respond to negative online reviews: language style matters

Zhang,

Su,

Zhuang

et al. 2024

JSTP

View full text Add to dashboard Cite

show abstract

“…Future research could take these factors into account and expand the proposed model. Mental time travel involves both explicit and implicit cognitive processes (Gawronski et al, 2020;Kihlstrom, 1990;Liao et al, 2023). Reliance on self-report methods is limited as they mainly identify explicit cognitions while ignoring implicit biases.…”

Section: Limitations and Future Research Directionsmentioning

confidence: 99%

From Savoring Past Trips to Craving Future Journeys: The Role of Destination Cultural Capital and Enjoyable Reminiscence

Sun,

Wong,

Huang

et al. 2023

Journal of Travel Research

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What is destination cultural capital, and what is its role in tourism? The present inquiry addressed these questions by examining a mediated relationship among perceived destination cultural capital, impression in memory, brand love, enjoyable reminiscence, and revisit intention based on cultural capital theory and mental time travel perspective. It further draws on shattered assumptions theory to underscore the boundary conditions of COVID-19 worries and meaning in life. By undertaking three empirical studies, this investigation offers a mechanism that explains how reminiscences of past travel memories could galvanize interest in future voyages during the new normal. This inquiry broadens the scope of cultural capital in tourism scholarship and identifies its role in tourists’ beliefs through a cognitive–affective moderated dyadic process. It enriches the literature by providing a theoretical synthesis of the shattered assumptions and cultural capital perspectives, one that links mental time and corporeal travel.

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Mega‐influencers and brand dynamics: Shaping attitudes toward leading and challenger brands through electronic word of mouth

Rialti,

Zollo,

Kim

et al. 2024

Psychology and Marketing

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The aim of this paper is to explore how mega‐influencers' electronic word of mouth (eWOM) messages on social media influence consumers' brand attitudes in duopolistic markets. Through three experimental studies, we observe that when mega‐influencers send positive (vs. negative) eWOM messages about a leading brand, followers form positive (vs. negative) brand attitudes, but these effects fail to occur when influencers back challenger brands. The findings are consistent across three duopolistic market rivals (Apple vs. Samsung; UPS vs. FedEx; Nike vs. Adidas), three social media platforms (Facebook, Instagram, and X), and four mega‐influencers (Marques Brownlee, Gary Vaynerchuk, Kanye West, and Kylie Jenner). Findings indicate that mega‐influencers have more persuasive power when recommending or criticizing leading brands rather than challenger brands, irrespective of their follower base. The findings contribute to the marketing literature by showing that in duopolistic market contexts, mega‐influencers' e‐WOM has varied effects on followers' brand attitudes, depending on brand status in the market.

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“I Love It” Versus “I Recommend It”: The Impact of Implicit and Explicit Endorsement Styles on Electronic Word-of-Mouth Persuasiveness

Cited by 13 publications

References 107 publications

How to respond to negative online reviews: language style matters

How to respond to negative online reviews: language style matters

From Savoring Past Trips to Craving Future Journeys: The Role of Destination Cultural Capital and Enjoyable Reminiscence

Mega‐influencers and brand dynamics: Shaping attitudes toward leading and challenger brands through electronic word of mouth

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