Word‐of‐mouth information processing routes: The mediating role of message and source characteristics

This study investigates word‐of‐mouth (WOM) information processing routes from active WOM seeking behaviour. Employing the elaboration likelihood model (ELM), the direct and indirect effects of factors within information processing routes are examined in a credence service context. A deeper exploration of the causal chains of each route was conducted using serial mediation models of message quality and source characteristics. Data were collected...