Impact of “Viewers Affective Reaction” Towards Word of Mouth intention on Social Networking Sites
Impact of “Viewers Affective Reaction” Towards Word of Mouth intention on Social Networking Sites

Summary/Abstract: Social networking sites (SNSs) gaining popularity and have become a prevailing communication technology among the contemporary internet users. Marketers are attempting to harness the influence of WOM (Word Of Mouth) in SNSs. The paper examines how one’s WOM intention is shaped by Viewers Affective Reaction, by adopting the VRP (Viewers Response Profile) scale; keeping in view the moderating effects of demographics. The impact of ‘Viewers Affective Reaction’ on consumer’s propensity to share the advertisement and product experience was studied using simple linear regression. 285 valid responses were considered for the research. The responses were collected in a batch size of 30. The results indicate that WhatsApp as a social networking site tool, influences Generation C viewers WOM intention. Further analysis revealed that demographic variables viz. Gender, Time spent on WhatsApp moderates the effects of the viewers’ effective responses on their WOM intention will affect the manner consumers gauged the advertisement. Present study examines and confirms that WhatsApp ad was confusing and doesn’t probably convey much about the product knowledge.

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