The impact of message appraisals of Dove's Campaign for Real Beauty on information seeking and electronic word-of-mouth intentions of US female consumers

Joon Soo Lim, Jun Zhang

Research output: Contribution to journalArticlepeer-review

Abstract

The current study examines how an empowered public engages in information seeking and electronic word-of-mouth (eWOM) behavior due to emotions elicited from their message appraisals of an inspiring branding campaign. Using cognitive appraisal theory as a framework, the current research assumes that the women with higher problem recognition and involvement will be more likely to engage in information seeking and eWOM behavior through positive affect. Using a representative sample (N = 530) randomly drawn from Qualtrics’ panel data, it uses a structural equation modeling approach to test the proposed appraisal-based behavior model. The results indicate that participants’ information seeking and eWOM behavior are adaptive responses to the emotions elicited by message appraisals. The results also show that situational variables influence the message appraisals of intrinsic pleasantness and goal-conduciveness dimensions.

Original languageEnglish (US)
Article number101594
JournalTelematics and Informatics
Volume61
DOIs
StatePublished - Aug 2021

Keywords

  • Cognitive appraisal theory
  • Emotions
  • Empowerment
  • Information seeking
  • Message appraisals
  • Word of mouth

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Electrical and Electronic Engineering

Fingerprint

Dive into the research topics of 'The impact of message appraisals of Dove's Campaign for Real Beauty on information seeking and electronic word-of-mouth intentions of US female consumers'. Together they form a unique fingerprint.

Cite this