Word of mouse vs word of influencer? An experimental investigation into the consumers’ preferred source of online information

• Published in: Management research news 2022-01, Vol.45 (2), p.173-197
• Main Authors: Jamil, Raja Ahmed, Qayyum, Abdul
• Format: Article
• Language: English
• Subjects: Celebrities; Communication; Consumer behavior; Consumers; Content creation; Credibility; Influencer marketing; Information processing; Purchase intention; Skepticism; Social networks; Social research; Virtual communities
• ISSN: 2040-8269; 2040-8277
• DOI: 10.1108/MRR-03-2021-0184

Purpose This study aims to compare the effects of YouTube information sources (influencer vs word of mouse) on the consumer purchase decision. This paper extends the information adoption model (IAM) to include information language as a central cue and skepticism toward online information as a moderating factor. Design/methodology/approach A between-subjects experiment, 2 (influencer vs word of mouse) × 2 (positive vs negative information), was designed to test hypotheses. A total of 171 consumers participated in the experiment and multigroup structural equations modeling (AMOS 21) was applied. Findings The results indicate that consumers perceive argument quality to be more useful when the information comes from word of mouse (WOMS). While information language was deemed more useful when the information source was a YouTube influencer and the information type was positive. The study also found that skepticism toward online information reduced the overall effects, particularly for influencers and positive information. Research limitations/implications This study contributes to the theory by identifying and investigating the existing gaps in knowledge. For practitioners, findings speak to the synergetic power of YouTube influencers and WOMS as an effective marketing strategy. Originality/value This paper is one of the first to compare the effects of YouTube influencers and consumer comments by using the IAM. It also extends IAM with the inclusion of information language as a central cue and skepticism toward online information as a moderating factor.