How product presentation and online reviews shape information sharing: an elaboration likelihood model perspective

Purpose This study aims to examine how product framing influences consumers’ information sharing on digital platforms and highlight the role of online review valence and brand experience in shaping this effect. Design/methodology/approach Drawing on the Elaboration Likelihood Model and the experience recommendation literature, the research combines an observational study of 13,946 Amazon product listings with three experimental studies (n = 851). It examines the effects of product framing and review valence and tests the mediating roles of emotional and cognitive brand experience. Findings The research suggests that experiential product framing increases consumers’ information sharing. Positive review strengthens this effect, while emotional brand experience mediates the relationship between experiential framing and consumers’ information sharing. Originality/value The study identifies experiential framing as an effective brand communication strategy for stimulating consumer information sharing, shows that its effectiveness depends on review valence and establishes emotional brand experience as the underlying mechanism.