Predicting the effects of eWOM and online brand messaging: Source trust, bandwagon effect and innovation adoption factors

•Perceived product-video usefulness predicts perceived product usefulness.•Perceived technology product fluidity predicts perceived product usefulness and ease of use.•Perceived eWOM usefulness and trustworthiness predict consumer product attitude. This study examined the integrative effects of a brand’s online product description, eWOM content, digital retail platforms and innovation adoption factors on a consumer’s decision-making process. Results from a between-subject experiment (N=231) suggest that consumer perceptions of product-description usefulness, technology fluidity, product usefulness, product-use ease, consumer-review trustworthiness, consumer-review usefulness, user ratings of consumer reviews and retail-platform trustworthiness have a direct or indirect effect on their attitude and purchase intention toward the technology product.