Sender and Receiver Perceived Expertise and its Effect on Word-of-Mouth Communication

Abstract

Word-of-mouth has long been a powerful influencer in influencing how consumers think, feel, and act. This paper analyzes the crucial importance of sender's expertise in the complex dynamics of word-of-mouth communication and then traces it back to the roots of traditional communications through individual encounters and the web of electronic word-of-mouth (eWOM) systems. By reviewing a wide range of academic studies that form a wide cross referencing pool, the following research investigates the theoretical basis of sender expertise including the multiple pathways of influencing, how it influences credibility and persuasion and influences their impact on information diffusion and behavior. Special attention is paid to how expertise is understood and used in the specificity of online settings, including barriers and benefits for trustworthiness analysis and the handling of data integrity in retransmission. Moreover, the paper examines potential moderating variables, including receiver expertise and message valence, that describe the influence of expertise (in other words, power of expert influencers). The overall goal would be to point to strategic applications for companies and individuals who wish to utilize word of mouth power by creating and mobilising the specialist sources, but also suggest areas for future studies that could further clarify the nuances of this vital component in consumer influence.