Social sharing of consumption emotion in electronic word of mouth (eWOM): A cross-media perspective

Abstract

Despite increased research into electronic word of mouth (eWOM) in the hospitality sector, the role of emotion in consumers’ eWOM behavior remains underexplored. Highlighting media differences in eWOM, we utilize the online disinhibition effect and social sharing of emotion theory to investigate the consequences of consumption emotion for consumers’ eWOM behavior and emotion-specific media preferences (social networking sites [SNSs] vs. review sites). Experimental results identify emotional intensity as the key driver of consumers’ eWOM-giving intention on both media, whereas emotional valence shows media-specific effects on eWOM-giving. Satisfaction demonstrates a ‘positivity bias’ in consumers’ eWOM-giving, but only on SNSs. Expressive suppression also regulates the impact of emotional intensity on eWOM-giving intention. We push the boundaries of valence-centered assertions in eWOM research and advance theoretical understanding of consumers’ eWOM behavior through the lenses of emotion and media differences. Our findings have important implications for practitioners in the hospitality sector and for eWOM media providers.