Focusing on SNS word-of-mouth communication, this study examined the three-way interaction effect of sender, receiver, and message factor based on the suitability of construal level theory and regulatory focus theory. More specifically, according to the construal level theory, the sender factor is divided into in-group and out-group, and the message factor is divided into core and secondary attributes. The receiver factor was divided into promotion and prevention focus according to the regulatory focus theory. As a result, the three-way interaction effect was found. When the tie-strength is strong, the difference between the secondary attribute message and the WOM communication effect(WOM praise, WOM activity) according to the promotion and prevention focus is not statistically significant. On the other hand, when the tie-strength is weak, the positive relationship between the core attribute message and the WOM communication effect(WOM praise, WOM activity) is more pronounced when the focus is on promotion rather than prevention focus. This study suggests useful variables that can explain the effect on consumer praise and activity of word-of-mouth messages according to the suitability of construal level theory and regulatory focus theory, and has practical implications.