Self as source: The interplay of sharing eWOM with consumer engagement and incentive acceptance

Abstract

Online retailers have acknowledged the efficacy of leveraging electronic Word of Mouth (eWOM) sharing on social media as a promotional tactic that significantly affects consumers' purchasing decisions. Grounded in agency theory, this research delves into the behaviors of individuals who participate in eWOM dissemination. It investigates the mediating role of individuals' self-perception as the originator (Self as Source, SAS) on their reactions to sharing eWOM content. Additionally, the study scrutinizes the impact of consumer engagement and the moderating role of incentive acceptance on this process. The results of two studies reveal dual routes through which purchase intention can be affected: a direct route and an indirect route that is mediated by SAS perception and consumer engagement. Moreover, the results support a moderated mediation model wherein the acceptance of incentives moderates the mediation process through consumer engagement. Theoretical and practical implications are discussed.