Author(s)

Huang Ying, Deng Fumin, Zhu Hui

Corresponding Author

Huang Ying

Abstract

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

Keywords

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