“I Love It” Versus “I Recommend It”: The Impact of Implicit and Explicit Endorsement Styles on Electronic Word-of-Mouth Persuasiveness

• Published in: Journal of travel research Vol. 63; no. 4; pp. 779 - 795
• Main Authors: Liao, Junyun, He, Siying, Feng, Wenting, Filieri, Raffaele
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01.04.2024; SAGE PUBLICATIONS, INC
• Subjects: Business administration; Endorsements; Humanities and Social Sciences; Persuasion; Tourism; Word of mouth advertising; persuasion; electronic word-of-mouth; linguistic effects; endorsement styles; persuasion knowledge; source trustworthiness

Consumers usually endorse tourism products differently when sharing positive electronic word-of-mouth (eWOM). This research examines the relative persuasiveness of two endorsement styles, that is, explicit endorsement (e.g., “I recommend it”) and implicit endorsement (e.g., “I love it”). Drawing on...