Factors influencing eWOM adoption, its relationship with the brand, and user emotion on the Tiktok platform

Abstract

In the information age, online platforms such as social networking sites and forums are tools for people to share information, and discuss a variety of topics. From there, a new form of “eWOM” (Electronic Word-of-Mouth) was born. eWOM is regarded as an important source of information, which influences consumer behavior. With the advancement of the Internet and the above-mentioned tools, the opinions and views of users will be spread wider and faster. This information is considered to be more up-to-date, interesting, and reliable than conventional ads. In recent years, the social network TikTok has been interested in the community and used as a place to exchange, and share different content, including brands. Therefore, an enhanced understanding of the behavioral consequences of eWOM is essential, especially for businesses. Based on the underlying theories of eWOM, the Information Adoption Model (IAM), and the Elaboration Likelihood Model (ELM); the paper has built on the factors that influence eWOM adoption, its relationship with the brand and the user’s emotions through the TikTok platform. The research is conducted through two phases, qualitative and quantitative. In quantitative studies, the Exploratory Factor Analysis (EFA); evaluates the reliability of the scale (Cronbach's Alpha); Pearson correlation analysis; Regression analysis; then evaluates the Structural Equation Modeling (SEM) to verify the model and the research hypothesis. The study collected data from 402 people who lived, studied, and worked in Vietnam and used TikTok. The results of the study presented the influence between factors such as eWOM adoption of brands (including: Image, Loyalty, Hate) and emotions. The team presented the research results through data analysis and suggested several policies for managers, as well as users who are experiencing TikTok. From there, it is possible to recognize and exploit the consequences of eWOM on the TikTok platform.