- مبلغ: ۸۶,۰۰۰ تومان
- مبلغ: ۹۱,۰۰۰ تومان
Purpose In this study, we explore intentions to share e-WOM messages on social media websites depending on tie-strength, perceptions of temporal distance, and the concreteness of promotional messages. Design/methodology/approach A 2 x 2 x 2 mixed design is used. Temporal distance (near vs. distant) and message concreteness (text vs. picture) are between-subjects factors; sharing intentions (close friends vs. general public) is a within-subjects factor. Findings Findings indicate that consumers are more likely to share promotional messages with their strong rather than weak ties. If they perceive that purchases will occur soon, concrete promotional messages will more strongly motivate them to share the message with their friends. However, if they perceive that purchases will occur in the distant future, abstract messages are more motivating. The difference occurs because construal level theory is more effective among strong e-WOM ties. Originality/value By studying senders’ perspectives, we make a new theoretical and practical contribution to the emerging literature on e-WOM communication. Specifically, we show how senders are persuaded to share information with their strong or weak-tie audiences according to the concreteness of a message and temporal distance. We add construal level theory and advertising message processing to the domain of e-WOM and social ties research.