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



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