Abstract:
Purpose
Recent studies on how to use consumer voices have focused on electronic word-of-mouth, but
few have looked at how message strategies affect word-of-mouth from consumers. This study
looks at how different ways of getting a message across affect consumer word-of-mouth.
Methodology & Design
The study used a causal cross-sectional survey methodology. The message strategies employed
in this study are informational, transformative, and interactive, and are based on a
predetermined framework of brand posts that reflect each message strategy. The data is
collected through questionnaire send through WhatsApp. A multiple regression analysis is
performed on the data set.
Findings
The findings ofthis study indicate that transformational and interactional message strategies
have a moderate impact on customer word-of-mouth behaviors, whereas interactional message
methods have the greatest beta coefficient ofthe three independent variables. The study model
explains 27% ofthe variance associated with word-of-mouth.
Limitations
Time constraints necessitate a cross-sectional study design. Consequently, there may be
problems with common method variance (CMV) and causal inference (Cl). This study contains
no control variables.
Recommendations
Firms are recommended to use transformative to cater the emotional responses of target
consumers and interactive message strategy to initiate communication and discussion with the
consumers which will also help to build brand equity and loyalty.
