Purpose

This research aims to investigate the influence of electronic word-of-mouth (eWOM) on the diffusion rate of innovation in the context of entrepreneurial firms in emerging markets. It examines a comprehensive model for the effect of eWOM dimensions (including Content, Intensity, Positive Valence and Negative Valence) on the diffusion of innovations. Thus, it provides new insights on how entrepreneurial firms can use eWOM as a communication tool to facilitate the diffusion rate of innovations in emerging markets.

Design/methodology/approach

A quantitative approach was adopted, consisting of 215 responses from Jordan. Data were analysed using Linear regression analysis tools.

Findings

A significant relationship exists between eWOM dimensions (Content, Intensity, Positive Valence and Negative Valence) and the Diffusion Rate of Innovations. In emerging markets, eWOM content highlights critical information regarding consumers’ sentiments towards new products (including features, price, design), which consumers use in judging innovations. Especially when there is a high volume of eWOM about a new product, consumers are likely to gain reassurances regarding their purchase decisions. Specifically, the valence of eWOM (including reviews, complaints and suggestions) generate adoption/risk-aversion attitudes towards new products. Consequently, entrepreneurial firms must carefully analyse eWOM regarding their products and integrate them into their marketing strategy. 10;

Originality/value

This research extends the eWOM literature by developing a comprehensive model for the effect of eWOM dimensions on the diffusion of innovations. Additionally, it sheds new light on the effect of eWOM valence on consumers’ attitudes towards innovations. Finally, it provides significant theoretical and managerial implications and future research direction to deepen our understanding of the effect of eWOM on entrepreneurial firms.

中文翻译：

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eWOM 是否会影响创业公司的创新扩散率？

目的

本研究旨在调查电子口碑 (eWOM) 对新兴市场创业公司背景下创新扩散率的影响。它检查了一个综合模型，用于评估 eWOM 维度（包括内容、强度、正价和负价）对创新传播的影响。因此，它提供了关于创业公司如何使用 eWOM 作为交流工具来促进新兴市场创新传播速度的新见解。

设计/方法/方法

采用了定量方法，包括来自约旦的 215 份答复。使用线性回归分析工具分析数据。

发现

eWOM 维度（内容、强度、正价和负价）与创新的扩散率之间存在显着关系。在新兴市场，eWOM 内容突出了有关消费者对新产品（包括功能、价格、设计）的情绪的关键信息，消费者在判断创新时使用这些信息。尤其是当有大量关于新产品的 eWOM 时，消费者可能会对其购买决定感到放心。具体来说，eWOM 的价值（包括评论、投诉和建议）会产生对新产品的采用/规避风险的态度。因此，创业公司必须仔细分析其产品的 eWOM 并将其整合到他们的营销策略中。10个；

原创性/价值

本研究通过开发一个综合模型来评估 eWOM 维度对创新传播的影响，从而扩展了 eWOM 文献。此外，它还揭示了 eWOM 价对消费者对创新态度的影响。最后，它提供了重要的理论和管理启示以及未来的研究方向，以加深我们对 eWOM 对创业公司影响的理解。