When and Why Communicator Positivity Affects Online Followership: the Diverging Effects of Likeability Versus Credibility

Consumers often post positive word-of-mouth to enhance their image and attract followers. We examine the effectiveness of this approach and find that communicator positivity increases liking, while communicator neutrality enhances credibility. The relative importance of likability vs. credibility affects consumers’ decisions to follow positive and neutral communicators online.



Citation:

Edith Shalev, Meyrav Shoham, Ellie Kyung, and Coby Morvinski (2019) ,"When and Why Communicator Positivity Affects Online Followership: the Diverging Effects of Likeability Versus Credibility", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 844-846.

Authors

Edith Shalev, Interdisciplinary Center (IDC), Israel
Meyrav Shoham, Tel Aviv University, Israel
Ellie Kyung, Dartmouth College, USA
Coby Morvinski, Ben Gurion University, Israel



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

Enhancing the Effectiveness of Narratives Among Vaccine-Skeptical Parents

Sandra Praxmarer-Carus, Universität der Bundeswehr München
Stefan Wolkenstoerfer, Universität der Bundeswehr München

Read More

Featured

M3. #FOMO: How the Fear of Missing Out Drives Consumer Purchase Decisions

Michelle van Solt, Florida International University
Jessica Rixom, University of Nevada, Reno
Kimberly Taylor, Florida International University

Read More

Featured

R9. The Asymmetric Effects Of Attitude Toward The Brand (Symbolic Vs. Functional) Upon Recommendation System (Artificial Intelligence Vs. Human)

Kiwan Park, Seoul National University, USA
Yaeri Kim, Seoul National University, USA
Seojin Stacey Lee, Seoul National University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.