The Effect of Electronic Word-Of-Mouth (eWOM) Language On Purchase Persuasion

Abstract

Contemporary Electronic Word-of-Mouth (eWOM) has seen a deep transformation regarding how messages are produced and shared using varied digital platforms. Importantly, the literature advances very few studies that examine the effect of eWOM language on information seekers. Therefore, the purpose of this research is to investigate how the use of language in eWOM messages affects purchase persuasion. In particular, to discover how different features of language, especially language proficiency, influence the persuasive efficacy of eWOM communications. This aim is accomplished using three experimental studies, each applying a between-subject factorial design. Participants were shown fictitious Facebook comments in different contexts related to restaurants, tourist destinations, and smartphones.

The purpose of Study 1 is to investigate the influence of language proficiency of eWOM messages on purchase persuasion. The chosen setting for this study is a fictitious restaurant— Borgertto Restaurant —for which fictitious clients have shared their experience using eWOM on Facebook as the social media platform. The eWOM messages were written in English and presented as if they had been posted on Facebook. Messages were written with either a High or Low level of English Language Proficiency. The findings of Study 1 demonstrated a consistent pattern, showing that language proficiency plays a crucial role in influencing purchase persuasion. The findings of Study 1 shed more light concerning the relevance of language use of eWOM messages as it confirms that written language proficiency can also influence the receivers’ level of persuasion.

Study 2 replicates Study 1 while additionally investigating the mediating influence of perceived storytellers’ expertise and narrative transportation. The chosen setting for this study is a fictitious tourist destination — Golden Sands City — for which fictitious clients have shared their experience using eWOM on Facebook as the social media platform. The eWOM messages were written in English and presented as if they had been posted on Facebook. The results show that the effect of proficiency of eWOM messages was significantly mediated by storytellers’ expertise and narrative transportation. The higher the language proficiency, the higher the perceived expertise of the storyteller. In turn, storyteller expertise positively affects persuasion. Further, when language proficiency increases, the receiver’s narrative transportation increases, which in turn leads to an increased purchase persuasion. When customers experience high levels of narrative transportation, they are more likely to mentally transport themselves into the story, imagining the scenarios and connecting with the emotions conveyed.

Study 3 investigates the moderating role of emotional intensity and language congruence on the relationship between eWOM language and the mediators. Study 3 is a replication of study 1 and 2 with the following changes: the chosen setting for this study is a fictitious mobile phone brand — Smart Phone X22 — for which fictitious clients have shared their experience with the phone using eWOM on Facebook as the social media platform. The eWOM messages were written in English and presented as if they had been posted on Facebook. Messages were written in either a high or low level of English language proficiency. Language congruence was measured by asking participants if they were either native or non-native English speakers. The results of Study 3 confirm a significant moderating effect of emotional intensity and language congruence on the effect that language proficiency exerts on the perception of the endorser’s expertise and narrative transportation. The findings support the proposed moderated mediation model and confirms the influence of emotions experienced by native and non-native English speakers while processing eWOM messages.

The results obtained from these studies offer valuable information to marketing researchers, marketers and practitioners. They provide a deeper understanding of the impact of language proficiency in driving purchase persuasion of eWOM messages, highlighting the need for tailored and targeted communication approaches. The findings also emphasise the significance of linguistic alignment in capturing consumers' attention and fostering positive behavioural responses towards products or services. Each of the three experimental studies confirmed the role of eWOM language proficiency in affecting purchase persuasion. The study derives valuable theoretical insights and practical implications for marketing practitioners, informing about the importance of eWOM language to persuade digital information seekers who resort to social media. In summary, the language used in eWOM messaging has significant effects on purchase persuasion. Knowing how language can be utilised to influence customer behaviour will help marketers, influencers and companies design more successful eWOM messages.