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Web of Proceedings - Francis Academic Press
Web of Proceedings - Francis Academic Press

The Mediating Effects of Ewom Intention in the Impact of Spokesperson’s Source Credibility on Users’ Behavioral Intention in Social Marketing

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DOI: 10.25236/iwass.2020.044


Huang Ying, Deng Fumin, Zhu Hui

Corresponding Author

Huang Ying


The study explores the mediating effects of electronic word-of-mouth (eWOM) intention in the relationship between spokesperson’s source credibility and users’ behavioral intention in social marketing based on source credibility and information-motive-behavior (IMB) skills model theories. Results of questionnaire surveys and Structural Equation Model (SEM) indicated that source credibility of spokesperson was significantly positively related to users’ behavioral intention. EWOM intention was found to partially mediate the effect


Social marketing, Spokesperson, Source credibility, Information seeking, Ewom, Behavioral intention