Effect of Humour on Ewom Intention: The Moderating Role of Product Involvement and Emotional Attachment

Abstract

Modern marketers often find it difficult to decide what strategies and tactics should be used in eWOM marketing in order to manage the speed and extent of message spreading and product sales. Many successful eWOM campaigns have used the possibilities of humour to escalate the acceptability and reach of messages. The present study examines the influence of humour on eWOM in terms of purchase intention and referral intention of the consumers. The study alsoinvestigates the moderating role of product involvement and emotional attachment on eWOM.