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Статті в журналах з теми "Word-of-mouth. Share. Consumer behaviour"
1
Fine, Monica B., John Gironda, and Maria Petrescu. "Prosumer motivations for electronic word-of-mouth communication behaviors." Journal of Hospitality and Tourism Technology 8, no. 2 (June 12, 2017): 280–95. http://dx.doi.org/10.1108/jhtt-09-2016-0048.
Повний текст джерелаАнотація:
Purpose “Prosumers” (combining “producer” and “consumers”) describes consumers’ ability to openly share their product/service experiences and thereby drive sales and digital marketing. Understanding what motivates active prosumers to engage in electronic word-of-mouth (eWOM) and share or review their hotel experiences online can help organizations empathize with consumers and use their messages to co-create value. Identifying prosumers’ motivators can enable companies to properly target them as resources for review or consumer feedback studies. This paper aims to investigate the influence of motivators (intrinsic and extrinsic), service quality and age on consumers’ eWOM communication behaviors. Design/methodology/approach A panel of 204 travelers was surveyed regarding their hotel travel experiences, propensity to write online reviews, preferred review-writing platform, motivations for writing reviews and impressions of service quality. To test the hypotheses, a multivariate regression analysis was performed with eWOM as the dependent variable. Differences in eWOM as a function of preferred review platform were also tested using ANOVA, with a multiple comparison analysis that underlines the differences between prosumers who prefer different types of review platforms and their eWOM behaviors. Findings Both intrinsic and extrinsic motivators, as well as service reliability, had a significant influence on eWOM behavior, while service tangibility had a negative relationship. Additionally, prosumers’ engagement in eWOM about their hospitality experience differed according to their preferred review platform. Research limitations/implications The findings of the analysis underline the importance of consumer motivations and of satisfaction with service quality in the context of digital review behavior. For marketing and hospitality research, this shows the benefits of including not only individual characteristics and demographics when analyzing review behavior but also elements such as perceptions of service quality. Given the differences in how the dimensions of service quality affect consumers’ engagement in online review behavior, this represents a very important topic for research and can be included in future studies that analyze the consumer review behavior model. Practical implications Regarding the implications for practitioners, this study highlights the important role played by consumer satisfaction with service in the hospitality industry and its effect on their involvement in online reviews. Managers should be focused constantly on offering great service to their guests, while, at the same time, offering them motivations to engage in posting positive reviews about their vacation. Moreover, as the results of this study imply that various dimensions of service quality have a different impact, managers should focus especially on the aspects that consumers consider important and constantly include in their reviews, such as the tangibles dimension. The results of this study also have the potential to provide to businesses more information to improve the social aspects of vacationing, which can not only improve perceptions about service quality but can also have a positive influence on consumers’ motivations. Originality/value This paper develops a better understanding of what motivates people to engage in the eWOM communication behavior of writing online hotel reviews, by showing the effect of consumer motivations and service quality variables on prosumers’ engagement in online review behavior.
2
Hydock, Chris, Zoey Chen, and Kurt Carlson. "Why Unhappy Customers Are Unlikely to Share Their Opinions with Brands." Journal of Marketing 84, no. 6 (April 30, 2020): 95–112. http://dx.doi.org/10.1177/0022242920920295.
Повний текст джерелаАнотація:
For brands to thrive, they must understand consumer sentiment; if consumers’ likelihood of sharing their opinion is a function of their attitude toward a brand, then brands’ perception of consumer sentiment may be systematically biased. While research in consumer-to-consumer sharing (i.e., word of mouth) suggests that those with extreme attitude are more likely to share than those with neutral attitude (a U-shaped relationship), the relationship between consumers’ attitude toward a brand and their propensity to share with a brand is unknown. In contrast to the U-shaped pattern observed in word of mouth, the authors find a hockey stick–shaped relationship between attitude and sharing with brands (“__/”). Those with positive attitude (vs. neutral attitude) are more likely to share their opinion, but those with negative attitude do not show a similar increase in sharing. The authors show that this pattern emerges because, among consumers with positive (vs. neutral) attitude toward a brand, reciprocity norms drive increased sharing, but among consumers with negative (vs. neutral) attitude, competing mechanisms drive behavior: the desire to vent increases sharing, but at the same time an aversion to criticize others directly deters sharing. The authors test these ideas using a series of studies, including a field study.
3
Li, Chunfa, Shengkai Wang, and Jianqiang Tao. "Diffusion simulation of innovative products based on Lotka-Volterra." Journal of Contemporary Marketing Science 3, no. 2 (July 6, 2020): 169–93. http://dx.doi.org/10.1108/jcmars-01-2020-0003.
Повний текст джерелаАнотація:
PurposeIn view of the particularity of innovative product diffusion under the background of market competition, this paper firstly uses consumer behavior theory to logically deduce the dynamic process of consumer behavior from the perspective of experience theory.Design/methodology/approachBass and Lotka-Volterra model are used to describe and model the consumers' perceptual behavior in competitive environment. On this basis, interactive modeling technology is used to model and simulate the diffusion process of innovative products. Finally, the validity of the model is verified by comparing two scenarios with an example.FindingsThe research shows that the stronger the enterprise's competitiveness, the higher the market share of innovative products, and the positive impact on consumer perceived value, consumer perceived value can promote consumers' second purchase behavior. Positive word-of-mouth and advertising positively affect consumers' purchasing decisions; negative word-of-mouth negatively affects consumers' purchasing decisions.Originality/valueThe interaction modeling technology and AnyLogic software platform are used to simulate the complexity of consumers' experiential perception so as to build the interaction and competition mechanism among different Agent, which realizes the dynamic simulation of the diffusion process of innovative products. This study provides guidance for enterprises to formulate effective marketing strategies.
4
Chavez, Luciana, Carla Ruiz, Rafael Curras, and Blanca Hernandez. "The Role of Travel Motivations and Social Media Use in Consumer Interactive Behaviour: A Uses and Gratifications Perspective." Sustainability 12, no. 21 (October 22, 2020): 8789. http://dx.doi.org/10.3390/su12218789.
Повний текст джерелаАнотація:
This paper explores the influence of travel motivations and the gratification provided by social media in consumer stickiness to social media, intention to create user-generated content, and electronic word of mouth (eWOM) review adoption. The study follows a mixed-methods approach. First, a concept mapping study was undertaken to identify the main travel motivations and the gratifications provided by social media when consumers search for information on tourism destinations. A second study using structural equation modelling and SmartPLS 3.2.7 with a sample of 401 heavy users of social media showed the relationships between individual travel motivations and gratifications provided by social media and consumer stickiness, intention to share user-generated content (UGC), and eWOM review adoption.
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Kwasi Oppong, Peter, John Mensah, and Matilda Addae. "Effect of Brand Equity on Consumers` Word-of-Mouth Behaviour in Herbal Market in Ghana." African Journal of Business and Economic Research 17, no. 3 (September 6, 2022): 191–212. http://dx.doi.org/10.31920/1750-4562/2022/v17n3a9.
Повний текст джерелаАнотація:
High levels of brand awareness, image and credibility have a profound impact on customers’ favourable word-of-mouth behaviour, which can lead to an increase in market share. Despite the important role of brand awareness, image and credibility in supporting customers’ word-of- mouth behaviour, there are limited studies on the mediating role of brand credibility in the impact of brand awareness and image on word-of-mouth praise and activity in the herbal market. Hence, this paper aimed to investigate the impact of brand awareness and brand image on word-of-mouth activity and praise via the mediating role of brand credibility in the herbal market. Data were gathered from a sample of 265 customers in the Cape Coast herbal market using a systematic sampling technique. The research hypotheses were statistically analysed through structural equation modelling, using SPSS and Amos 26. The research found that the impact of brand awareness and brand image on word-of-mouth activity is not mediated by brand credibility. However, the effect of brand awareness and image on word-of-mouth praise is fully mediated by brand credibility. The research established that brand credibility is an important element in building brand awareness and image to strengthen word-of-mouth praise in the herbal market in Ghana.
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Gorokhova, T. "The influence of the development of digital technologies on consumer behaviour." Ukrainian Black Sea region agrarian science 112, no. 4 (2021): 45–54. http://dx.doi.org/10.31521/2313-092x/2021-4(112)-5.
Повний текст джерелаАнотація:
The digital technologies and social media have led to the evolution of consumer behaviour were determined. Consumer behaviour in the digital age, digital marketing strategies, digital business models such as mobile applications or the shared economy have been studied. The concept of digital strategies is revealed: content marketing, user experience, influencers marketing, user-generated content, digital word of mouth. Key words: consumer behaviour, digital economy, digital technologies, strategies.
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Saputra, I. Kadek Ary, and I. Gusti Ngurah Jaya Agung Widagda K. "BRAND IMAGE, PRODUCT KNOWLEDGE, DAN ELECTRONIC WORD OF MOUTH BERPENGARUH TERHADAP PURCHASE INTENTION." E-Jurnal Manajemen Universitas Udayana 9, no. 3 (March 3, 2020): 1129. http://dx.doi.org/10.24843/ejmunud.2020.v09.i03.p16.
Повний текст джерелаАнотація:
The competition for the sports shoes market in Indonesia is getting tougher, due to the large number of foreign and local producers competing to expand their market share. The importance of understanding consumer behavior has become an important concern of various industries, one of which is the futsal sport shoes industry. This study aims to explain the effect of brand image, product knowledge and electronic word of mouth on purchase intention on Specs shoe products. This research was conducted in Denpasar, using an online questionnaire, with 120 respondents. Determination of the sample using purposive sampling. The analysis technique used is multiple linear regression. The results showed that the variable brand image, product knowledge, electronic word of mouth partially and simultaneously had a positive and significant effect on purchase intention. Specs shoe companies must increase brand image, product knowledge and electronic word of mouth so that consumer purchase intention increases.
Keywords: brand image, product knowledge, electronic word of mouth, purchase intention
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Rusdiana, Alan, L. Suparto, and Deni Istiono. "Dapatkah Altruism Mendorong Konsumen Untuk Melakukan e-WOM?" Entrepreneur: Jurnal Bisnis Manajemen dan Kewirausahaan 4, no. 1 (January 4, 2023): 180–91. http://dx.doi.org/10.31949/entrepreneur.v4i1.3629.
Повний текст джерелаАнотація:
Abstract.
Before the internet appeared, consumers usually talked about various kinds of products and services directly or face to face. This can be considered as word of mouth (WOM) communication. However, along with the internet, there has been a shift related to word of mouth (WOM) to electronic word of mouth (e-WOM). e-WOM is carried out based on experiences related to feelings after using a product or service. Usually consumer feelings will lead to a sense of satisfaction or not after using a product or service. In carrying out e-WOM activities, everyone must have different goals which are in accordance with the motivation of each individual. One thing that is considered important when doing e-WOM is altruism motivation.
This study aims to determine the effect of altruism on consumer behavior to share e-WOM. This type of research is classified as associative research. The population in this study are all students of the Faculty of Economics and Business, Majalengka University who use Tokopedia e-commerce. The sample in this study amounted to 100 people who were taken using accidental sampling technique. The data analysis method used multiple linear regression analysis which first tested the research instrument and the classical assumption test, then tested the hypothesis of the SPSS 21 program.
Based on the hypothesis test, it was found that altruism motivation has a positive and significant effect on e-WOM behavior. That is, the higher the altruism possessed by consumers, the higher the willingness of consumers to carry out e-WOM on Tokopedia e-commerce.
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Decha, Oraphan. "IMPACT OF SERVICE QUALITY, SATISFACTION AND PASSENGERS BEHAVIOUR OF FULL-SERVICE AIRLINES OPERATING IN THAILAND." EUrASEANs: journal on global socio-economic dynamics, no. 5(18) (October 1, 2019): 65–78. http://dx.doi.org/10.35678/2539-5645.5(18).2019.65-78.
Повний текст джерелаАнотація:
Airline companies today are faced with various challenges such as cutting price, managing fluctuating demand, and meeting quality requirements. In addition to these issues, intense competition in the global airline industry has intensified the importance of customer perception of service quality. Numerous studies demonstrate the dependence of airline’s market share, revenues, positive word of mouth, and customer retention on consumer perception of service quality, and in turn, on customer satisfaction and loyalty. This paper explains the relationship between service quality, satisfaction and passenger behavior for full-services airlines operating in Thailand. The survey questionnaire was designed and administered to 110 respondents who all were passengers of these airlines. Our four hypotheses concerned such variables as service quality and passenger satisfaction, satisfaction and word of mouth, satisfaction and repurchase intention, and satisfaction and feedback. SERVPERF was used as the key instrument in our analysis. Top managers of full-service airlines often tend to disregard high priority of quality components. Thus, they should be more aware of the importance of service quality and passenger’s satisfaction in determining the behavioral intentions of passengers.
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A. Anaza, Nwamaka, and Brian Rutherford. "Increasing business-to-business buyer word-of-mouth and share-of-purchase." Journal of Business & Industrial Marketing 29, no. 5 (May 27, 2014): 427–37. http://dx.doi.org/10.1108/jbim-10-2011-0143.
Повний текст джерелаАнотація:
Purpose – This study aims to examine the satisfaction-loyalty framework on word-of-mouth communications (WOMC) and share-of-purchases in situations where business-to-business (b-t-b) buyers have a relationship with both the salesperson and the selling firm. Design/methodology/approach – This study uses an online panel to examine respondents with b-t-b purchasing authority for their given firm. Lisrel 8.52 was used to examine the proposed structural model. Findings – This study finds that satisfaction, loyalty and WOMC with regards to the salesperson directly impacts satisfaction, loyalty and WOMC with the selling firm, respectively. Also, the study finds that certain levels of buyer satisfaction and loyalty impact post purchase behavior and spending. Research limitations/implications – Several contributions emerge from the proposed model to advance relationships within b-t-b markets by examining methods in which salespeople can directly influence their company’s financial outcome in the form of increased customer spending; examining methods for increasing buyers’ WOMC; expanding the current body of knowledge examining the buyer–selling firm relationship as two unique, but related, relationships; and further revealing the dichotomy between consumer markets and b-t-b markets. Originality/value – This research authenticates the need to examine satisfaction, loyalty and WOMC from a multi-level perspective in b-t-b environments. Further, the understanding of share-of-purchases is advanced.
Дисертації з теми "Word-of-mouth. Share. Consumer behaviour"
1
TASSIELLO, VITO. "Word-of-mouth and forms of conversations: what people share." Doctoral thesis, Luiss Guido Carli, 2016. http://hdl.handle.net/11385/201111.
Повний текст джерелаАнотація:
This dissertation highlights the importance to understand how word-of-mouth is an aspect
extremely important in the communication process among peers with the ability to modify and
persuade differently consumers. A main property of word-of-mouth and that represents the pillar of
this dissertation is the content of the communication and how consumers share their messages. The
present dissertation is the first to examine different types of communication into interpersonal
domain taking both the perspective of the sender and the receiver of the messages. Paper 1
discusses how the language abstraction is a valuable communicational sign in order to optimize
interactions. Specifically, I study the effect of language abstractness in word-of-mouth
communication on the recipients’ perceptions about message effectiveness and their purchase
intentions. I hypothesize that the effect of language abstractness depends on the word-of-mouth
recipient’s prior knowledge, and demonstrate that abstract (concrete) language is more effective
than concrete (abstract) language for recipients with high (low) prior knowledge. Moreover, I
predict that the higher (lower) effectiveness of abstract messages for consumers with high (low)
prior knowledge is explained by consumers’ engagement in mental imagery processing. Two
experiments conducted in different service settings provide support for our hypotheses. Paper 2
focuses on specific types of information which contain controversial arguments and where the
process of sharing on virtual platforms can modify behaviors. Controversial topics are those topics
on which people tend to take different, quite polarized opinions. While I acknowledge that people
tend to hold extreme positions on controversial topics, I hypothesize that whether they share their
extreme opinions with others importantly depends on the communication channel they use for
sharing. Across three experiments, I show that opinion extremeness generally increases tendency to
share, but, more importantly, I show this is more likely to occur when sharers use communication
platforms that allow them to select specific, identified recipients, thus having more control on their
audience. More specifically, I demonstrate that individuals are more likely to share the extreme
versus moderate opinions about controversial topics via email, but such a difference no longer
exists when sharing via post on social network pages. Paper 3 demonstrates how form of
communications that contain gossip is surrounded by false myths. Popular beliefs encourage people
in believing that negative gossips are shared more than positive gossip and thus I demonstrate the
contrary. Through three experiments, I show that people are more likely to share a positive form of
gossip in a network composed by the sender, the target of the gossip and the receiver. I hypothesize
that individuals are more likely to share positive (negative) gossip in respect the target of the gossip
(in-group versus out-group) and that the sender is more (less) likely to share gossip with whom has
less (more) capacity to verify the truthfulness of the gossip’s content.
This dissertation is of interest to marketers for two reasons. First, these findings may help
firms to understand and interpret word-of-mouth. By analyzing the content of the messages
companies would be able to adapt their communication strategies, implement more fruitful one-toone
communications and deal, positively, with possible crisis management especially in virtual
settings. Secondly, the effect of different types of communications can be used by marketers in
order to achieve an higher number of consumers and encourage them in sharing voluntarily.
Moreover, understanding the effect of word-of-mouth on receivers may support firms in improve
communicational campaigns and increase the level of customer satisfaction in different stage of the
marketing processes. Future research should examine what are the boundaries between word-ofmouth
and electronic word-of-mouth and whether consumers differently depending to the context.
2
Gligorijevic, Barbara. "Consumer created reviews and ratings : the importance of word of mouth in information search." Thesis, Queensland University of Technology, 2014. https://eprints.qut.edu.au/66741/1/Barbara_Gligorijevic_Thesis.pdf.
Повний текст джерелаАнотація:
This study explored the creation, dissemination and exchange of electronic word of mouth, in the form of product reviews and ratings of digital technology products. Based on 43 in-depth interviews and 500 responses to an online survey, it reveals a new communication model describing consumers' info-active and info-passive information search styles. The study delivers an in-depth understanding of consumers' attitudes towards current advertising tools and user-generated content, and points to new marketing techniques emerging in the online environment.
3
Ismagilova, Elvira, Y. K. Dwivedi, E. Slade, and M. Williams. "Electronic Word of Mouth (eWOM) in the marketing context: A state of the art analysis and future directions." Springer International Publishing, 2017. http://hdl.handle.net/10454/17527.
Повний текст джерелаАнотація:
NoThis SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overview of traditional word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional and online WOM. The book examines why people engage in eWOM communications, but also how consumers evaluate its persuasiveness. It also looks at the effects of eWOM. The book identifies current gaps in the eWOM research, but also highlights future directions for this growing field. eWOM is an important marketing technique in brand communications, and it plays an important role in modern e-commerce. Marketers become extremely interested in enhancing the power of eWOM developing loyalty programs and building brands. Studying the effect of eWOM can be beneficial for companies. This book should be a good resource for scholars and practitioners that need to understand the pervasive effects of eWOM.
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Gholamzadeh, Caroline, and Karolina Jakobsson. "Viral Marketing : A Quantitative Study about how Viral Marketing affects the Consumers Buying Act." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-16192.
Повний текст джерела
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Bennström, Stephanie, Michel Kabwe, and Fredrik Karlsson. "En kvantitativ studie om sociala nätverks påverkan på konsumenter genom Facebook." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-11874.
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Chuang, Yu-Che, and 莊育哲. "Explore the Low Market Share Imported Car Owners Consumer Self-Confidence in Taiwan from the Viewpoint of the Consumer Innovativeness and Word of Mouth." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/2h4k3s.
Повний текст джерелаАнотація:
碩士亞洲大學
經營管理學系
107
The purpose of the study was to assess the high and low market share of imported car owners consumer self-confidence in Taiwan, we organize and summarize the theses about word of mouth, consumer self-confidence, and consumer innovativeness. To find out the factors that affect consumers purchase of imported car brands，and to propose the purchase decision factors with the owners of low market share brands. In the literature on “consumer self-confidence”, few studies have used “imported cars” as research objects to explore consumer self-confidence. This study extends consumer innovation-related variables and makes the theory more complete in the context of car purchases. This study takes the imported car owners in Taiwan as the research object. Imported models of domestic brands are also. The purpose of the study was: How will the consumer innovativeness impact on consumer self-confidence。How will the involvement impact on the path between the perceived credibility and consumer self-confidence. Explore the difference between high and low market share imported car owners consumer self-confidence and consumer innovativeness。 A total of 158 responses were obtained. and the main sampling objects are Imported car owners in Taiwan. The results revealed by AMOS MSEM, and the results of the study were that the car owners involvement would impact the relationship between consumer innovativeness and consumer self-confidence, the relationship between word of mouth and perceived risk, and the relationship between perceived credibility and consumer self-confidence. And we also found it the low market share brand imported car owners involvement and consumer self-confidence were better than high market share brand imported car owners. after we added up each brand, we got the same result, too. Finally, the results of this study propose theoretical and management implications, as a reference to the follow-up study of consumer innovation and consumer self-confidence.
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Ismagilova, Elvira, E. Slade, Nripendra P. Rana, and Y. K. Dwivedi. "The effect of characteristics of source credibility on consumer behaviour: a meta-analysis." 2019. http://hdl.handle.net/10454/16838.
Повний текст джерелаАнотація:
YesThe aim of this research is to synthesise findings from existing studies on the characteristics of source credibility of electronic word of mouth (eWOM) communications in a single model by using meta-analysis. Findings from 20 research papers show that source expertise, trustworthiness, and homophily significantly influence perceived eWOM usefulness and credibility, intention to purchase, and information adoption. The results of this study add to existing knowledge of the influence of source characteristics on consumer behaviour, which will advance our understanding of information processing. Marketers can use the findings of this meta-analysis to enhance their marketing activities.
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Ismagilova, Elvira, Y. K. Dwivedi, Nripendra P. Rana, Uthayasankar Sivarajah, and Vishanth J. P. Weerakkody. "Weight Analysis of the Factors Affecting eWOM Providing Behavior." 2020. http://hdl.handle.net/10454/17919.
Повний текст джерелаАнотація:
noElectronic word of mouth (eWOM) significantly affects the consumer decision-making process. A number of studies investigated why consumers provide eWOM communications. Existing literature has contradicting factors regarding factors affect eWOM providing behaviour. This study aims to evaluate factors affecting eWOM providing behaviour by performing a systematic review and weight analysis of existing research outputs. Based on the result of weight analysis it was found that the best predictors of eWOM providing behaviour are involvement, self-enhancement, and trust in web eWOM services. Scholars can use the results of this study when making decisions regarding the inclusion of factors in their research. Practitioners can pay more attention to the best predictors.
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Lopes, Helena Isabel Guerreiro da Costa. "A influência dos blogs na opinião do consumidor." Master's thesis, 2012. http://hdl.handle.net/10071/5687.
Повний текст джерелаАнотація:
JEL Classification System: M31; M37A evolução das comunidades online e das redes sociais tem vindo a conferir cada vez mais poder ao consumidor. O consumer-generated-media, que consiste na partilha de informação sobre marcas, produtos e serviços entre consumidores, tem vindo a crescer rapidamente. Esta partilha tem vindo, também, a ganhar expressão em blogs pessoais. A relação existente entre os bloggers e os seus leitores assemelha-se a uma relação de boca-a-boca, neste caso designada por electronic word-of-mouth (eWOM) e acaba por ser mais poderosa do que a tradicional relação de boca-a-boca, visto que esta acontecia entre um pequeno número de pessoas e o eWOM é difundido a uma larga escala tendo consequências para as marcas e produtos. Por esta razão, neste estudo procura perceber-se a influência que os blogs têm na opinião dos consumidores relativamente a marcas e produtos e os factores que determinam essa influência.
The evolution of online communities and social networks has conferred a growing power to the consumer. The consumer-generated-media, which consists in sharing information about brands, products and services among consumers, has been growing rapidly. This sharing has been, also, gaining expression in personal blogs. The relationship between bloggers and their readers is similar to a word-of-mouth relationship, in this case designated by electronic word-of-mouth (eWOM) and it ends up being more powerful than the traditional word-of-mouth relationship, since this happened amongst a small number of people and the eWOM is broadcasted to a large scale having consequences for the brands and products. Therefore, this study attempts to understand the influence that blogs have on the consumer opinion regarding brands and products and the determinants of that influence.
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Faísca, Inês Costa Pereira de Lima. "The power of an influencer : the effects of power and the advertising techniques on consumer behaviour." Master's thesis, 2021. http://hdl.handle.net/10400.14/35012.
Повний текст джерелаАнотація:
Social networks have evolved to become part of our daily life. As a byproduct of the fast paced growth of social networks, influencers appeared as content creators and became almost indispensable for brands to display and promote their products or services. This thesis aims to study the effects of power – through macro and micro influencers – and advertisement techniques on consumer behaviour. Power seems to interact with the type of advertisement, such that a macro-influencer with a more blatant advertisement type is able to generate greater word-of-mouth and willingness-to-buy intentions. Through the combination of the power of the influencer and the type of advertisement, this study contributes to the existing literature on influencers and introduces the dialogue towards the various combinations of power and advertising techniques that can be used to influence consumer behaviour.As redes sociais evoluíram para fazer parte do nosso dia a dia. Como um subproduto do rápido crescimento das redes sociais, os influenciadores apareceram como criadores de conteúdo e se tornaram quase indispensáveis para as marcas exibirem e promoverem seus produtos ou serviços. Esta tese tem como objetivo estudar os efeitos do poder – por meio de macro e micro influenciadores - e das técnicas de anúncio no comportamento do consumidor. O poder parece interagir com o tipo de anúncio, uma vez que um macro-influenciador com um tipo de anúncio mais flagrante é mais capaz de gerar maior intenções de boca a boca e maior intenção de compra. Através da combinação do poder do influenciador e do tipo de anúncio, este estudo contribui para a literatura existente sobre influenciadores e introduz o diálogo para as várias combinações de poder e técnicas de publicidade que podem ser usadas para influenciar o comportamento do consumidor.
Книги з теми "Word-of-mouth. Share. Consumer behaviour"
1
Bowman, Douglas. Managing customer-initiated contacts with manufacturers: The impact on share of category requirements and word-of-mouth behavior. Cambridge, MA: Marketing Science Institute, 2001.
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2
Bowman, Douglas. Managing customer-initiated contacts with manufacturers: The impact on share of category requirements and word-of-mouth behavior. Cambridge, Mass: Marketing Science Institute, 2001.
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3
Bowman, Douglas. Managing customer-initiated contacts with manufacturers: The impact on share of category requirements and word-of-mouth behavior. Cambridge, MA: Marketing Science Institute, 2001.
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4
Zaraket, Sarah. Consumer Behaviour and Social Network Sites: The Impact of Negative Word of Mouth. Taylor & Francis Group, 2022.
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Consumer Behaviour and Social Network Sites: The Impact of Negative Word of Mouth. Taylor & Francis Group, 2020.
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Zaraket, Sarah. Consumer Behaviour and Social Network Sites: The Impact of Negative Word of Mouth. Taylor & Francis Group, 2020.
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Zaraket, Sarah. Consumer Behaviour and Social Network Sites. Taylor & Francis Group, 2020.
Знайти повний текст джерелаЧастини книг з теми "Word-of-mouth. Share. Consumer behaviour"
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Khondkar, Mubina. "Tracking Buying Behavior by Analyzing Electronic Word of Mouth." In Encyclopedia of Data Science and Machine Learning, 686–706. IGI Global, 2022. http://dx.doi.org/10.4018/978-1-7998-9220-5.ch040.
Повний текст джерелаАнотація:
Word of mouth (WOM) communication has become popular as consumers have been sharing their experiences and opinions regarding products, services, brands, and related companies at increased frequency and volume than ever before, fostered by innovative social media and interactive web. It profoundly influences consumer buying behavior. With the advancement of digital technologies, methods, techniques, art, style, speed, and approaches to communication have changed considerably. Sophisticated digital technologies empowered consumers to become more creative to customize, team up, and disseminate information through the internet. This information work as electronic word of mouth (eWOM), in the forms of online reviews, tweets, blog posts, likes, pins, images, and video testimonials. eWOM provides consumers with convenient opportunities to share their feelings and opinions which has a profound power to influence consumers' buying decisions. This research presents the impacts of eWOM on the buying behavior of consumers in Bangladesh.
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López, Manuela, and María Sicilia. "How to Develop WOM Marketing." In Marketing and Consumer Behavior, 720–37. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-7357-1.ch032.
Повний текст джерелаАнотація:
Word of Mouth (WOM) is the most influential and credible information source for consumers. The development of the Internet has enabled consumers to share information easier and easier. Information can be watched by consumers around the world. Companies are increasingly interested in using WOM as a new marketing tool. They are encouraging consumers to spread the word about their products. This intentional influencing of consumer-to-consumer communications via professional marketing techniques is called WOM Marketing (WOMM). Companies are currently in the process of learning how to develop WOMM campaigns. In addition, although more and more studies are analyzing WOMM, the topic is still very recent. Thus, the aim of this chapter is twofold. First, it tries to provide a clearer picture of and existing doubts regarding conceptualization of this new communication tool. Second, the chapter compiles and presents the main gaps found in the literature that future research should investigate for establishing guidelines that could be useful for companies when developing WOMM activities.
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Özbük, Raife Meltem Yetkin. "Antecedents, Motivations, and Consequences of Electronic Word-of-Mouth Communication for Consumers." In Leveraging Consumer Behavior and Psychology in the Digital Economy, 106–32. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-3042-9.ch007.
Повний текст джерелаАнотація:
The advent of internet-based technologies and social media has drastically affected how people communicate and share information. Electronic word-of-mouth (E-WOM) communication is one of those communication methods, and it has attracted the attention of scholars because of its effects on the consumer's decision-making process. However, there is a fragmentation of the E-WOM communication literature because of the broad range of platforms and different E-WOM formats. Therefore, the purpose of this chapter is to provide a comprehensive understanding of the antecedents, motivations, and consequences of E-WOM communication for consumers in the digital economy.
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Jain, Dhiraj, Lovish Bhansali, and K. Sanal Nair. "Impact of Online Reviews on Purchasing Decisions." In Advances in Marketing, Customer Relationship Management, and E-Services, 278–91. IGI Global, 2016. http://dx.doi.org/10.4018/978-1-4666-9449-1.ch015.
Повний текст джерелаАнотація:
Internet has enabled today's consumer to transform himself from passive to an active and an informed consumer who can share his experiences, opinions about product or services with an infinite number of consumers around the globe. These reviews or opinions are further used by potential buyers of that particular product or service via electronic Word of Mouth (e-WOM). The study on the impact of e-WOM on online sales has gradually emerged but a number of questions still remain unanswered. The aim of this study is to assess the impact of one type of e-WOM i.e., the online consumer reviews, on purchasing decisions of electronic products. This empirical study also focuses on the relationship between reviews and purchasing behaviour. An instrument was prepared to measure the proposed constructs, with questionnaire items taken from prior studies but adapted to fit the context of e-commerce. The survey was applied to academicians in India through internet. The results show that consumer reviews have a causal impact on consumer purchasing behaviour and they have an effect on choosing the products by consumer. Finally, the results and their implications are discussed.
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Dash, Manoj Kumar, and Anil Kumar. "Consumer's Perception and Behavioural Reaction." In Advances in Marketing, Customer Relationship Management, and E-Services, 406–20. IGI Global, 2016. http://dx.doi.org/10.4018/978-1-5225-0143-5.ch024.
Повний текст джерелаАнотація:
Progressions in communication innovation have offered ascent to the development of another electronic manifestation of verbal spreading that is Viral Marketing (VM). VM is kind of marketing strategy that sways people to share a promoting message to everyone via web or other electronic media. As of now, Viral Marketing Communication (VMC) is still acknowledged being at an untimely period of improvement. In this way data about its conduct and extent has yet to be plainly set upon and decided. Also, constrained exploration has been carried out on shopper recognition and reaction to such prompting method. The objective of this study is to conduct an inquiry into consumer/buyer receptivity, perception and behavioural reaction to the discussed moderately new promoting technique via VM. With the use of in-depth interviews conducted with 15 people and small interviews with other 27 people, the study analysed their perception towards five methods through which Viral Marketing can be implemented, they are 1) E-mail, 2) Video 3) Blogs, 4) Facebook, Google+, Twitter-Social Media Portals and 5) Forums. Qualitative research has been conducted to analyse the assumptions/hypotheses and found valuable findings in regards to the way buyer/consumer behave to traditional word of mouth and e-W-o-M (Viral Marketing). The qualitative findings from the study show that VMC increases consumer's awareness but it does not have a vital impact on the buying decision, Consumers have different trust and credibility to five junctions of VM; “Forums” have highest trust and credibility among the discussed five junctions, Consumers do not take VM as spam messages, Service based VMC have higher impact than the product based VM, Negative VMC has a higher influence on consumer than the optimistic one, and Financial Benefit is not the strongest reason to spread the messages via VM. These findings will provide new bits of knowledge on VM as a marketing tool from a shopper's outlook and prove to be the first venture for further study on how VM can effectively connect, join & impact shoppers and sellers.
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Akbıyık, Adem, and Naciye Güliz Uğur. "Fundamentals of Electronic Word of Mouth." In Exploring the Power of Electronic Word-of-Mouth in the Services Industry, 1–17. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-5225-8575-6.ch001.
Повний текст джерелаАнотація:
The assistance of advancing information technology leads consumers to freely share their experiences and positive or negative opinions on consumer-generated media (CGM) platforms, including various forms of online communications such as customer review sites, blogs, social network sites, and discussion forums. This new electronic form of traditional word of mouth (e-WOM) is becoming increasingly powerful for its creation and worldwide propagation of consumer comments. Such comments are valued as trustworthy by potential customers. This chapter adopts a descriptive approach to present fundamental research on the framework and the theoretical perspective of e-WOM and provides valuable insight to practitioners.
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Chouhan, Vineet. "Investigating Factors Affecting Electronic Word-of-Mouth." In Advances in Marketing, Customer Relationship Management, and E-Services, 119–35. IGI Global, 2016. http://dx.doi.org/10.4018/978-1-4666-9449-1.ch007.
Повний текст джерелаАнотація:
Electronic Word-of-Mouth (eWOM) has been identified and proven to be one of the major factors affecting online buying behaviour of the consumers. A growing number of sellers are shifting to online business channels in order to attract the online consumer. The consumers are also utilizing online platforms for sharing their product related experiences and thereby influencing other consumers. Thus, it is critical for businesses to recognize the important factors affecting eWOM. This chapter deals with different elements that conceptualize the phenomenon of eWOM and analyze what may be the possible ways for service marketers to influence this recommendation-based communication among online consumers. This study investigates factors affecting the eWOM behaviour of consumers by using of qualitative and quantitative research.
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López, Manuela, and María Sicilia. "How to Develop WOM Marketing." In Electronic Payment Systems for Competitive Advantage in E-Commerce, 30–47. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-5190-6.ch003.
Повний текст джерелаАнотація:
Word of Mouth (WOM) is the most influential and credible information source for consumers. The development of the Internet has enabled consumers to share information easier and easier. Information can be watched by consumers around the world. Companies are increasingly interested in using WOM as a new marketing tool. They are encouraging consumers to spread the word about their products. This intentional influencing of consumer-to-consumer communications via professional marketing techniques is called WOM Marketing (WOMM). Companies are currently in the process of learning how to develop WOMM campaigns. In addition, although more and more studies are analyzing WOMM, the topic is still very recent. Thus, the aim of this chapter is twofold. First, it tries to provide a clearer picture of and existing doubts regarding conceptualization of this new communication tool. Second, the chapter compiles and presents the main gaps found in the literature that future research should investigate for establishing guidelines that could be useful for companies when developing WOMM activities.
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Guerreiro, João, and Sandra Maria Correia Loureiro. "Unraveling E-WOM Patterns Using Text Mining and Sentiment Analysis." In Exploring the Power of Electronic Word-of-Mouth in the Services Industry, 88–100. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-5225-8575-6.ch006.
Повний текст джерелаАнотація:
Electronic word-of-mouth (e-WOM) is a very important way for firms to measure the pulse of its online reputation. Today, consumers use e-WOM as a way to interact with companies and share not only their satisfaction with the experience, but also their discontent. E-WOM is even a good way for companies to co-create better experiences that meet consumer needs. However, not many companies are using such unstructured information as a valuable resource to help in decision making: first, because e-WOM is mainly textual information that needs special data treatment and second, because it is spread in many different platforms and occurs in near-real-time, which makes it hard to handle. The current chapter revises the main methodologies used successfully to unravel hidden patterns in e-WOM in order to help decision makers to use such information to better align their companies with the consumer's needs.
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Devigili, Matteo, Tommaso Pucci, Niccolò Fiorini, and Lorenzo Zanni. "Going Crazy for Reviewing." In Exploring the Power of Electronic Word-of-Mouth in the Services Industry, 160–78. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-5225-8575-6.ch010.
Повний текст джерелаАнотація:
Word-of-mouth (WoM) has always exerted a great effect on consumers' behaviors and intentions. With the advent of internet, this influence has grown both in terms of potential audience reachable and of potential effect led to firms' sales and reputation. Hence, the marketing literature has recently started to investigate motivations and drivers able to foster/hinder electronic-WOM (e-WOM). Therefore, this research aims to explore the effect on the propensity to share comments and reviews online (active WOM) of the following three drivers: (1) propensity to rely on passive WOM; (2) expected service quality; (3) propensity to spend. The authors tested their hypotheses on the fashion industry, collecting 1454 usable answers from Italian consumers. The results indicate that both passive WOM and propensity to spend are drivers able to foster the spread of e-WOM. On the other hand, expected service quality shows a significant negative direct effect and a significant positive indirect effect on active e-WOM: these two effects compensate each other. Thus, the total effect is negligible.
Тези доповідей конференцій з теми "Word-of-mouth. Share. Consumer behaviour"
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Zadbood, Amineh, Nicholas Russo, and Steven Hoffenson. "Word-of-Mouth Recommendations in an Automobile Market System." In ASME 2019 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference. American Society of Mechanical Engineers, 2019. http://dx.doi.org/10.1115/detc2019-97680.
Повний текст джерелаАнотація:
Abstract Improving design in the context of market systems requires an understanding of how consumers learn about and evaluate competing products. Marketing models frequently assume that consumers choose the product with the highest utility, which provides businesses insights into how to design and price their products to maximize profits. While recent research has shown the impacts of consumer interactions within social networks on their purchasing decisions, they typically model market systems using a top-down approach. This paper applies an agent-based modeling approach with social network models to investigate the extent to which word-of-mouth (WOM) communications are influential in changing consumer preferences and producer market performance. Using a random network, we study the effects of the number of referrals for a product and the degrees of similarity between the senders and receivers of referrals on purchase decisions. In addition, the eigenvector centrality metric is used to analyze the spread of WOM referrals. The simulation results show that the most influential consumers in the network can create significant shifts in the market share, and a statistical analysis reveals a significant change in the system-level metrics of interest for the competing firms when WOM recommendations are included. The findings incentivize producers to invest in supporting their product development efforts with rigorous social networks analysis so as to increase their market success.