【公开学术报告】The Power of Companions: How Joint Consumption Cues Affect Persuasiveness of Online Word-of-Mouth

The Power of Companions: How Joint Consumption Cues Affect Persuasiveness of Online Word-of-Mouth

Speaker: Menglu DONG (HK PolyU)

Date & Time: Thursday, November 21, 2024, 10:00 - 11:30 am (Beijing Time)

Zoom Meeting ID: 87652592778 (Password: 573522)

Join via the Link: https://us02web.zoom.us/j/87652592778

ABSTRACT

Despite the prevalence of joint consumption in consumers’ daily lives and its well-documented impacts within the immediate consumption context, existing research has largely overlooked its broader symbolic implications beyond the immediate context. Focusing on joint consumption cues in online word-of-mouth (WOM), this research reveals how joint consumption cues can elevate the persuasiveness and effectiveness of online WOM. This is due to the enhanced credibility perception derived from readers believing the attitudes or sentiments expressed in reviews containing joint consumption cues garner social endorsement. Furthermore, this effect diminishes when joint consumption involves socially distant consumers, when readers possess a relatively exchange relationship orientation, or when reviews are sponsored or result from a free product trial. Hence, this research provides a novel understanding of joint consumption’s symbolic implications for third-party consumer attitudes and offers practical insights for online review platforms and marketers.

Keywords: joint consumption, word of mouth, social influence, review persuasiveness