The impact of electronic entrepreneur-related word of mouth on brand evaluation

Abstract

This research investigates electronic entrepreneur-related word of mouth (EEWOM), that is, the social dissemination of information about entrepreneurs via the Internet. Two experimental studies shed light on the interplay between the valence (negative vs. positive) of EEWOM, its language style (concrete vs. abstract), and the consumer–brand relationship (weak vs. strong) in shaping consumers’ brand evaluation. Study 1 shows that, when EEWOM is positive, abstract (vs. concrete) language leads to a higher brand evaluation. When EEWOM is negative, abstract (vs. concrete) language leads to a lower brand evaluation. Furthermore, an entrepreneur’s perceived personal qualities mediate this interaction effect on brand evaluation. Study 2 shows that the consumer–brand relationship moderates the interaction between EEWOM valence and language style. When the consumer–brand relationship is strong, positive abstract (vs. concrete) EEWOM leads to a higher brand evaluation. When the consumer–brand relationship is weak, negative abstract (vs. concrete) EEWOM leads to a lower brand evaluation. These empirical findings not only enrich the literature on word of mouth by exploring the consequences that EEWOM can have on brands and the mechanism underlying its effects on brand evaluation, but also carry implications for managers, who could leverage the obtained results to better handle EEWOM messages.