Persuasive Electronic Word-of-Mouth Messages in Social Media

Despite the influence of electronic word-of-mouth (eWOM) messages in decision-making processes, few studies have tested the determinants of persuasive eWOM messages among social media users. Although most of the researches focused on western and eastern cultural convergence or divergence of online communications, little attention has been paid on the validity and applicability of cultural orientations in countries with perceived inherent similar values. This study examines how Chinese and Malaysian users process eWOM messages and decide on continuing their overseas study. The significance of the study is to identify critical factors that influence Chinese and Malaysian users' attitudes and behavior when processing persuasive eWOM messages. Results revealed that Facebook is the most used social networking site (SNS) for Malaysian users, while QQ Qzone for Chinese counterparts. This study found that argument quality, source credibility, source attractiveness, source perception, and source style exerted varying influences on Chinese and Malaysian users' attitudes and intentions to continue their study abroad.