Influence of karmic beliefs on consumers’ intention to share entrepreneur-related word of mouth

This study examined the effect of the interaction between an entrepreneur’s behavior and consumers’ karmic beliefs on the latter’s willingness to spread entrepreneur-related word of mouth. Using the stereotype content model and dual processing theory, we conducted two scenario-based online surveys. The results showed that consumers’ information processing mode mediated the relationship between an entrepreneur’s behavior and consumers’ willingness to spread entrepreneur-related word of mouth, such that those with strong karmic beliefs were more likely to process behavioral information in an affective way and be influenced by an entrepreneur’s warmth behavior, while those with weak karmic beliefs were more likely to process the same information in a cognitive way and be influenced by an entrepreneur’s competence behavior—with either pathway contributing to a stronger willingness to spread entrepreneur-related word of mouth. Our findings extend the literature and also provide managerial insights for firms looking to shape and enhance their entrepreneurs’ image and, by extension, their corporate image.