This study examines the effect of argument quality on electronic word-of-mouth (eWOM) credibility and the moderating role of message content. It further examines the influence of eWOM credibility on brand image and eWOM adoption, and how these factors, in turn, shape online purchase intentions. Data were collected from 513 social media users in southern Tamil Nadu using a structured survey instrument, and the instrument's psychometric properties were first verified through confirmatory factor analysis. Regression analysis was employed to test the hypothesised relationships. The results reveal that argument quality has a positive, significant effect on eWOM credibility, and that this relationship is moderated by message content. In addition, eWOM credibility significantly influences both brand image and eWOM adoption. Finally, brand image and eWOM adoption are found to positively affect online purchase intentions. These findings contribute to the growing body of knowledge on eWOM communication and provide practical insights for digital marketers seeking to enhance the persuasive impact of online reviews
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