![]() ![]() ![]() ![]() Trust in the message was measured to study its mediating role, and persuasion knowledge of the participants was manipulated to investigate its moderating effect. Through three experimental studies, where participants were randomly assigned to a brand that has either a stronger or weaker brand equity, participants’ intention to write reviews was measured. This paper also explores what happens when consumers become aware that brands are trying to persuade them to write a review. This paper aims to investigate whether a message from a brand with stronger brand equity generates more trust than a message from a brand with lower brand equity, and thus is more likely to encourage consumers to write online reviews. ![]()
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