How source of product acquisition affects consumers' reliance on positive word-of-mouth: a mental imagery perspective
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 27 July 2023
Issue publication date: 7 March 2024
Abstract
Purpose
This research focuses on the role of product acquisition cues in positive word-of-mouth (PWOM) content on social media, comparing the characteristics of different sources of product acquisition (purchased vs. gifted) and exploring whether and how they affect consumers' reliance on word-of-mouth (WOM).
Design/methodology/approach
The research model was developed based on the mental imagery theory. Two offline experiments and two online experiments were used to test the proposed hypotheses.
Findings
The results show that, compared to the purchased source, the gifted source evokes more positive mental imagery and greater emotional attachment to the product, resulting in greater consumer reliance on PWOM. In addition, the effect of the source of product acquisition on reliance on PWOM was stronger for experiential (vs. material) products and for consumers with higher interdependent (vs. independent) self-construal.
Originality/value
This research highlights the role of product acquisition cues in PWOM in influencing consumers' evaluation of WOM, while also revealing the processes inherent in how consumers process information through mental imagery. The findings provide a more comprehensive understanding of the antecedents of reliance on WOM and offer new insights and recommendations for management practitioners.
Keywords
Acknowledgements
Funding: This work was supported by National Natural Science Foundation of China (71972055; 71672044) and China Postdoctoral Science Foundation (2022M720835).
Citation
Chen, C. and Zhang, D. (2024), "How source of product acquisition affects consumers' reliance on positive word-of-mouth: a mental imagery perspective", Journal of Research in Interactive Marketing, Vol. 18 No. 2, pp. 315-330. https://doi.org/10.1108/JRIM-10-2022-0325
Publisher
:Emerald Publishing Limited
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