Exploring the disseminating behaviors of eWOM marketing: Persuasion in online video

Jung Kuei Hsieh, Yi Ching Hsieh, Yu Chien Tang

Research output: Contribution to journalArticlepeer-review

98 Scopus citations


The effectiveness of electronic word-of-mouth (eWOM) communication has attracted increasing attention from marketing practitioners, but relatively few studies focus on the dissemination of eWOM communication from a message perspective. Online video is a prominent form of marketing promotion, yet again, little is known about which factors make online video engaging or how they influence recipients' forwarding intentions. This study adopts Lasswell's communication model to investigate the persuasiveness of online video and uses the source, content, and channel dimensions to examine three potentially influential factors: awareness of persuasive intent, perceived humor, and multimedia effect. Awareness of persuasive intent exerts a negative influence, whereas the humor and multimedia effects have positive influences on both attitude toward a received online video and forwarding intentions. Therefore, e-marketers should reshape video clips to be humorous, use multimedia effects, and disguise their commercial intent to attract recipients' attention and persuade them to disseminate an online video.

Original languageEnglish
Pages (from-to)201-224
Number of pages24
JournalElectronic Commerce Research
Issue number2
StatePublished - May 2012


  • eWOM
  • Humor
  • Multimedia effect
  • Online video
  • Persuasive intent
  • Viral marketing


Dive into the research topics of 'Exploring the disseminating behaviors of eWOM marketing: Persuasion in online video'. Together they form a unique fingerprint.

Cite this