Abstract:
Prior research has suggested that positive emotions typically leverage the spreading of electronic word-of-mouth (EWOM). However, different, discrete positive emotions cannot be expected to lead to similar outcomes. Thus, the current research aims to address this important gap in the literature by examining the differential influences of discrete positive emotions on EWOM. Across three studies, this research examines the effects of dispositional and incidental emotions on EWOM. Further, a qualitative comparative analysis is used to investigate the combinations of different positive emotions that can lead to higher levels of acceptance of EWOM. This research provides important evidence that not all positive emotions are similarly effective to increase EWOM. Moreover, to the best of our knowledge, this is the first research that explores how different, discrete positive emotions can be “combined” to achieve high levels of acceptance of EWOM.
