How to motivate opinion leaders to spread e-WoM on social media: monetary vs non-monetary incentives

Purpose Opinion leaders are increasingly important as a source of information, with consumers judging them to be more credible than other media and influential consumers. Thus, companies have an interest in engaging opinion post about products brands, the authors analyse different incentives for encouraging spread word on social (via electronic word-of-mouth [e-WoM]). Design/methodology/approach A 2 × 3 between-subjects experimental design was developed which 359 technological (bloggers) participated. The manipulated monetary incentive (money vs no money) non-monetary (information only return product keep product) offered exchange brand post. Findings Various techniques approaching effective, but differing degrees. Providing free charge increases likelihood that will it, highest intention is observed when they allowed product. In contrast, giving money could indirect negative impact their through expected reaction followers. Originality/value It remains unclear how can best encouraged e-WoM, used may work differently leaders, who followers want maintain. main contribution this paper lies its explanation why react versus incentives.