How does linguistic distance affect the willingness of nonfan consumers to adopt word-of-mouth?

Purpose This study aims to use the information gap theory to examine the impact mechanism and boundary conditions of linguistic distance on the willingness of nonfan consumers to adopt word-of-mouth (WOM). Design/methodology/approach Three experimental studies (n = 953) test the proposed hypotheses. Study 1 investigates the effects of linguistic distance on nonfan consumers’ willingness to adopt WOM and the mediating effect of curiosity. Studies 2 and 3 examine the moderating effects of product involvement and product attributes, respectively. Findings The findings suggest that linguistic distance has an inverted U-shaped relationship with nonfan consumers’ willingness to adopt WOM, whereas curiosity mediates this relationship. The effect of linguistic distance on curiosity and willingness to adopt WOM is enhanced when nonfan consumers are more involved in a product or purchase utilitarian products. Originality/value This study provides insights into how linguistic distance affects the willingness of nonfan consumers to adopt WOM, contributes to the literature on brand fan WOM and provides guidance for enterprises aiming to use fan WOM in their marketing activities.