Which service type benefits from using a more factual sWOM message?

What is it about?

Previous research indicated that positive (negative) sWOM messages have positive (negative) effects on consumer responses. This paper tries to determine whether the use of a more (or less) factual sWOM message can enhance this effect. Second, this examination was performed for two types of products. Our results show that indeed message valence exerts a greater impact on consumer responses with factual sWOM messages compared to emotional ones. Furthermore, the impact of message valence is stronger for more hedonic services compared to utilitarian.

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Why is it important?

First, for sWOM senders, factual messages are found to be more influential: backing an sWOM up with arguments and specific details increases the chance of it affecting consumers’ responses. As a result, marketers, especially of predominantly hedonic services, should encourage their followers and customers to spread positive factual sWOM about their service.