Enhancing eWOM effectiveness: the interplay of endorsement styles and emoji in digital persuasion
研究了在旅游平台上，隐性背书（如“我喜欢这家餐厅”）比显性背书（如“我推荐这家餐厅”）更具说服力，而表情符号能弥补显性背书的不足，但对隐性背书无显著影响。
Purpose The strategic application of electronic word-of-mouth (eWOM) is pivotal in shaping tourist decisions. This study aims to examine the nuanced impacts of endorsement styles and the innovative role of emojis on the persuasiveness of eWOM, highlighting essential insights for digital marketing effectiveness. Design/methodology/approach Using a robust experimental design, this research engaged 376 participants through scenario-based experiments on popular platforms Ctrip and Xiaohongshu. This study leveraged the professional online data platform, Credamo, to ensure a diverse and representative sample. Findings The analysis demonstrates that implicit endorsements, such as “I like this restaurant,” consistently outperform explicit endorsements like “I recommend this restaurant” regarding persuasiveness. This effect is attributed to the enhanced perceived authenticity and reduced persuasion knowledge activation by implicit endorsements. Remarkably, incorporating emojis within explicit endorsements mitigates their inherent drawbacks, enhancing their persuasive impact. In contrast, emojis do not significantly influence the effectiveness of implicit endorsements. Practical implications The findings provide significant insights, demonstrating that endorsement styles and emojis play a crucial role in identifying persuasive eWOM and fostering the creation of compelling eWOM for tourism and hospitality marketers. These elements can help marketers effectively track and enhance the impact of eWOM in their digital strategies. Originality/value This research maps the effects of endorsement styles and highlights the strategic role of emojis in eWOM, offering practical insights for maximizing persuasion and enhancing digital marketing strategies in tourism and hospitality.