Does gender matter? Acceptance and forwarding of electronic word of mouth: A moderated mediation analysis

Abstract

Presently, online users usually tend to use the Internet to get some details information and forward their purchasing experience on social media platforms. This activity helps other users create their own purchasing plans simpler. However, there are not many studies on accepting and forwarding e-WOM. This paper examines the effect of EWOM elements containing tie strength, message credibility, and source credibility on acceptance of e-WOM (AEWOM). The study also investigates the effects of other EWOM elements including customers' mood on forwarding e-WOM (FEWOM). Moreover, this study examines the mediator effect of (AE-WOM) between (tie strength, message credibility, and source credibility) and FEWOM together with the moderator effect of gender differences between AEWOM and FEWOM. In the current paper a sample of 381 students is selected at the Jordanian university. The findings show positive relationships among all variables. The research also offers recommendations to marketers in order to improve the value of content which is generated by online users.

Keywords

• electronic word of mouth
• gender differences
• customer mood