... of message framing (gain vs loss) in encouraging healthy OTG consumption. Study 2 collected data from 178 Australian OTG consumers to examine the interaction effects of message framing and source credibility on encouraging healthy OTG consumption. Findings Gain-framed messages were more effective than...

... earlier studies have examined individual role of WOM and eWOM under differing valence conditions, this paper extends literature by studying combined effect of WOM and eWOM under different review valence. eWOM WOM Source credibility Message valence ShabbirHusain R. V. can be contacted...

... on the direct and indirect effects of consumers’ brand involvement on attitudes toward advertisements. Source credibility Brand attitude Product involvement Advertising effectiveness Attitude toward advertisement Peer endorser Companies use various tactics to influence their target audience...