Journal of Management Information Systems
International Journal of Electronic Commerce
The complexity of richness: Media, message, and communication outcomes
Information and Management
Effective spam filtering: A single-class learning and ensemble approach
Decision Support Systems
Electronic Commerce Research and Applications
Innovative Internet video consuming based on media analysis techniques
Electronic Commerce Research
Crucial web usability factors of 36 industries for students: a large-scale empirical study
Electronic Commerce Research
Gender-specific on-line shopping preferences
Electronic Commerce Research
Electronic word-of-mouth and online reviews in tourism services: the use of twitter by tourists
Electronic Commerce Research
Electronic Commerce Research
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The effectiveness of electronic word-of-mouth (eWOM) communication has attracted increasing attention from marketing practitioners, but relatively few studies focus on the dissemination of eWOM communication from a message perspective. Online video is a prominent form of marketing promotion, yet again, little is known about which factors make online video engaging or how they influence recipients' forwarding intentions. This study adopts Lasswell's communication model to investigate the persuasiveness of online video and uses the source, content, and channel dimensions to examine three potentially influential factors: awareness of persuasive intent, perceived humor, and multimedia effect. Awareness of persuasive intent exerts a negative influence, whereas the humor and multimedia effects have positive influences on both attitude toward a received online video and forwarding intentions. Therefore, e-marketers should reshape video clips to be humorous, use multimedia effects, and disguise their commercial intent to attract recipients' attention and persuade them to disseminate an online video.