ArticleHeliyon2023
The influence of intrinsic and extrinsic motivational factors on e-WOM behaviour: The role of psychological impact during the time of COVID-19 crisis.
Article in Heliyon, 2023. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
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Authors and funding
2 authors.
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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.
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