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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.
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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.
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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.
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Hasan, Golan, and Dennis Lim. "MENGANALISIS EFEKTIVITAS EWOM PADA CUSTOMER PURCHASE INTENTION DENGAN MENGGUNAKAN SOCIAL NETWORKING OF SMARTPHONE IN BATAM." Jurnal Manajemen Universitas Bung Hatta 16, no. 2 (July 27, 2021): 87–95. http://dx.doi.org/10.37301/jmubh.v16i2.19025.
Повний текст джерелаАнотація:
Social Networking is used by a lot people in this world so they still can connected with their families, friend and customer. Some people used to tell their families or friend what’s their dailies do by putting a picture selfie. The most important part where there’s a people use Social Networking as business purpose like make adversiting for their business without use any capital.The purpose of the study was investigated how far the effect of electric Word Of Mouth (eWOM) inside social networking sites (facebook) on consumer purchase intention through mobile phone.This study produced existing literature of electric Word of Mouth, Value co-creation, and customer behavior in social networking sites and with our search will help marketers to develop a new ways to share their product information on networking sites.
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Bashir, Z., M. Mansha, and W. Raja. "How social media influence the customers buying behavior during Covid-19? Evidence from Pakistan." Jinnah Business Review 10, no. 1 (January 1, 2022): 28–47. http://dx.doi.org/10.53369/yoeg6025.
Повний текст джерелаАнотація:
The research examined the impact of social media; social networking theory, word of mouth feedback loop, and creditability content on the consumer buying behavior in Pakistan. The structured questionnaire shared using the convenience sampling between 650-700 participants. However, received 392 complete responses. The estimations revealed that there is a significant and positive impact of social media, social networking theory, word of mouth, feedback loop, and creditability content on the buying behavior in Pakistan. Social media plays an important role in consumer buying behavior, which means that people are more likely to search, buy and share products using social media channels. Due to Covid-19, the number of responses received was less than expected. Furthermore, the salary of the respondents was not included in the questionnaire, which could have given information that is more detailed. The study examined the in-depth impact of social media on the people of Pakistan considering their detailed demographic and socioeconomic factors as it lacked the evidence with in historical literature. The owners/managers to attract or retain the customers must build their online presence using the most used social channels like Instagram and Facebook. Future researchers need to create a precise yet comprehensive survey. The salary of the respondent can be used to determine the behavior of respondents having different salary levels.
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Peres, Rita, and Mariana Silva. "The Role of Micro-Influencers in the Consumer Decision-Making Process in the Hospitality Field." European Journal of Tourism, Hospitality and Recreation 11, no. 1 (December 1, 2021): 102–12. http://dx.doi.org/10.2478/ejthr-2021-0010.
Повний текст джерелаАнотація:
Abstract The aim of this research is to understand the role played by social media influencers in consumers’ decision-making processes concerning hotels. To achieve this general objective, the following specific aims were defined: (1) to understand the profile of the micro-influencers that share user generated content (UGC) about hotels and the main networks within which they operate; to this end, a study was made by means of interviews to ascertain the profiles of 16 unpaid micro-influencers who share content about Portuguese hotels, and (2) to adopt the information acceptance model (IACM) put forward by Erkan and Evans (2016), to examine the influence of electronic word of mouth (eWOM) in social media on cosumer's behaviour intention in hotel industry, based on the profile of 166 consumers who follow these micro-influencers. Findings suggest that micro-influencers play a significant role in terms of influencing consumer purchase decision-making in the hospitality area; about 79% of surveyed consumers who follow micro-influencers’ content feel their choice is influenced and consider that the contents shared enable consumers to form an idea of what their stay will be like, due to some of the micro-influencers’ characteristics. The adoption of the IACM model demonstrates that the credibility of eWOM information positively affects the usefulness of the information. However, the quality of eWOM information, needs of eWOM information, and attitudes toward eWOM have a medium effect on the usefulness of eWOM information, but also in the attitudes toward eWOM and usefulness of eWOM in the adoption of eWOM information. The followers’ behavioural intentions are strongly explained by their attitudes toward eWOM information and adoption of eWOM information.
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Oe, Hiroko, Yasuyuki Yamaoka, and Hiroko Ochiai. "Personal and Emotional Values Embedded in Thai-Consumers’ Perceptions: Key Factors for the Sustainability of Traditional Confectionery Businesses." Sustainability 15, no. 2 (January 13, 2023): 1548. http://dx.doi.org/10.3390/su15021548.
Повний текст джерелаАнотація:
The confectionery market in Thailand is being overpowered by Western confectioneries. This study proposes and verifies a model of the factors that define consumer behaviour towards traditional Thai confectioneries and consumer willingness to support them. In recent years, there has been a boom in posting various aspects of Thai youth culture, including confectionery, on social networking services (SNS), especially Instagram. In major Thai cities, such as Bangkok, stores are being built with ‘Insta-image’ in mind, strengthening the younger generation’s inclination towards Western confectionery. Under these circumstances, the share of traditional confectioneries, which have long been familiar to Thai people, is declining. Based on survey data collected from 400 consumers in Bangkok, we designed a model to analyse the antecedent factors for consumers’ purchase intention and support behaviour for Thai traditional confectioneries, such as the word-of-mouth (WOM) approach and repeated purchase. Structural equation modelling (SEM) was conducted on the dataset to examine the antecedent factors’ impact on purchase intention and supportive actions. The results revealed that four latent factors, as determining antecedents of purchase intentions, had a significant impact on purchase intentions, resulting in loyalty and word-of-mouth behaviour. Among the determining factors, personal feelings and attachment to traditional confectionery were found to have the greatest impact, surpassing subjective norms. To expand the fan base of Thai traditional confectioneries and to support their businesses, appealing to the value of traditional confectioneries, nostalgic value and long-held Thai personal feelings to support traditional confectionery was found to be an effective marketing strategy for corporates. Such efforts are also meaningful in terms of maintaining the diversity of food culture in the face of increasing Westernisation and a decrease in unique food ingredients and food culture. Furthermore, according to this analysis, willingness to purchase is strongly linked to purchasing behaviour, and the cultivation and securing of loyal customers and their WOM recommendations are important for developing a customer base in the market. WOM recommendations by consumers can activate communication among customers and companies in the market, strengthen the community and stimulate the dissemination of information about traditional confectioneries. This study is expected to be a useful and valuable resource for the development of marketing strategies to ensure the sustainability of traditional confectionery in the Thai sweets market.
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Christy, Caroline Claudia. "FoMo di media sosial dan e-WoM : pertimbangan berbelanja daring pada marketplace." Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies) 6, no. 1 (March 20, 2022): 331–57. http://dx.doi.org/10.25139/jsk.v6i1.3742.
Повний текст джерелаАнотація:
FoMO is often used to test behavioural tendencies, individuals who tend to be more involved, encourage individual behaviour caused by fear, anxiety that arises in it, especially for the millennial group. Currently, the commercial industry has also succeeded in exploiting FoMO-based concepts in marketing and advertising approaches, including involving consumers in disseminating product information to the public. Previous research revealed that there is a significant influence on how FoMO can influence consumer behaviour on online shopping considerations, showing a relationship between FoMO on social media and the tendency to spread word-of-mouth in the online realm (eWOM). This study uses an approach with an interview method to get views from the experiences of social media users actively using the Marketplace platform in online shopping needs regarding the relationship between FoMO, eWOM and online shopping considerations on Marketplace from both the recipient and the sender of eWOM messages. All informants stated that FoMO and eWOM on social media have a tendency to encourage active responses to find out, share information with those closest to them so that they can determine shopping considerations both for merchants or Marketplaces.
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Walsh, Gianfranco, Kevin P. Gwinner, and Scott R. Swanson. "What makes mavens tick? Exploring the motives of market mavens’ initiation of information diffusion." Journal of Consumer Marketing 21, no. 2 (March 1, 2004): 109–22. http://dx.doi.org/10.1108/07363760410525678.
Повний текст джерелаАнотація:
With growing competition and the increasing complexity of commercial information, interpersonal communication continues to be important to marketers. Market mavens, those consumers with general product knowledge that act as disseminators of product information, play a central role in influencing others’ purchase decisions. Previous research, which has focused on mavens’ demographics and media consumption, has neglected the motives that drive these consumer communicators. From a survey of 326 consumers, we explore how those respondents ranked high on the maven scale differ in terms of their motivations to engage in word‐of‐mouth behavior from those scoring lower on the maven scale. Our results indicate that market mavens, compared with moderate and non‐mavens, are motivated to a greater extent by a sense of obligation to share information, a desire to help others, and feelings of pleasure associated with informing others about products. The relationship between initial information diffusion, maven group, and the investigated motivations are also explored. Implications for marketers targeting mavens are offered.
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Lee, Jeffrey K., and Ann Kronrod. "The Strength of Weak-Tie Consensus Language." Journal of Marketing Research 57, no. 2 (February 26, 2020): 353–74. http://dx.doi.org/10.1177/0022243720904957.
Повний текст джерелаАнотація:
Every day, consumers share word of mouth (WOM) on how products and behaviors are commonly adopted through the use of consensus language. Consensus language refers to words and expressions that suggest general agreement among a group of people regarding an opinion, product, or behavior (e.g., “everyone likes this movie”). In a series of online and field experiments, the authors demonstrate that the interpretation and persuasiveness of consensus language depends on the tie strength between the communicator and the receiver of WOM. Although abundant literature highlights the advantage of strong ties (e.g., close friends, family) in influence and persuasion, the authors find that weak ties (e.g., distant friends, acquaintances) are more influential than strong ties when using consensus language. The authors theorize and demonstrate that this effect occurs because weak ties evoke perceptions of a larger and more diverse group in consensus, which signals greater validity for the issue at hand. These findings contribute to research on WOM, tie strength, and descriptive norms and provide practical implications for marketers on ways to analyze and encourage consumer discourse.
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Silaban, Pantas H., Wen-Kuo Chen, Tongam Sihol Nababan, Ixora Javanisa Eunike, and Andri Dayarana K. Silalahi. "How Travel Vlogs on YouTube Influence Consumer Behavior: A Use and Gratification Perspective and Customer Engagement." Human Behavior and Emerging Technologies 2022 (June 20, 2022): 1–16. http://dx.doi.org/10.1155/2022/4432977.
Повний текст джерелаАнотація:
YouTube is one of the emerging technologies that impact consumer behavior. In the tourism sector, travel video blogs (travel vlogs) have become increasingly popular since they are highly influential in influencing travel behavior. Similarly, YouTube travel vlogs are highly engaging and provide consumers with destination experiences. This study determines how consumer behavior expressed through emerging technologies, such as travel vlogs on YouTube, can influence travel intention and electronic-Word of Mouth (e-WOM) behavior. By incorporating the use and gratification (U&G) perspective, this study examines the role of information seeking and entertainment as motivational factors for watching travel vlogs as a source of satisfaction. It will, in turn, lead to a greater degree of engagement. The current study investigated the emotional and presence aspects of travel videos to determine engagement. To evaluate the research hypothesis, we collected data from 300 respondents who had traveled to a destination after watching a travel vlog. We tested the hypothesis by utilizing structural equation modeling, a feature of the Smart-PLS 3.0 software. The results indicate that consumer motivations for watching travel vlogs, including the desire for information and entertainment, significantly impact customer engagement, both emotion and presence. Customers who are emotionally engaged and perceive travel vlogs as having a high presence will significantly affect their travel intention behavior and influence them to share e-WOM. In addition, the current study provides insight into tourism managers and academics on how travel vlogs as emerging technologies influence consumer behavior.
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Gvili, Yaniv, and Shalom Levy. "Consumer engagement with eWOM on social media: the role of social capital." Online Information Review 42, no. 4 (August 13, 2018): 482–505. http://dx.doi.org/10.1108/oir-05-2017-0158.
Повний текст джерелаАнотація:
Purpose The nature of digital media channels are important factors in explaining consumers’ behavior over the Web, and specifically on social network sites (SNS). The purpose of this paper is to propose a conceptual framework explaining consumer engagement with electronic word of mouth (eWOM) communication via SNS, based on key attributes of this media channel. Design/methodology/approach Based on the expectancy value theory (EVT), a conceptual framework is proposed to model the effect of eWOM channel attributes on eWOM engagement process. Consumer eWOM engagement is conceptualized as a second-order construct. A structural equation modeling procedure was employed to empirically test the model using data collected from two social media communication channels. Findings First, results suggest that engagement with eWOM can be conceptualized as a second-order construct based on user tendency to receive or share eWOM with other network members. Second, the path analysis model supports the employment of EVT and shows that two key attributes of eWOM channels, social capital and credibility, significantly affect consumer attitude toward eWOM via SNS. Attitude toward eWOM, in turn, affects eWOM engagement. Third, SNS channel type moderates the effect on attitude. Practical implications Marketing communication practitioners should note that the strength of social ties plays a key role in spreading eWOM on SNS effectively. This insight should be employed a part of social media marketing strategy. Originality/value This is first research that models the effect of social media attributes on eWOM engagement and demonstrates the moderating role of channel type. The model is highly valuable in light of the importance of the concept of engagement in internet research.
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Ek Styvén, Maria, and Tim Foster. "Who am I if you can’t see me? The “self” of young travellers as driver of eWOM in social media." Journal of Tourism Futures 4, no. 1 (March 9, 2018): 80–92. http://dx.doi.org/10.1108/jtf-12-2017-0057.
Повний текст джерелаАнотація:
Purpose The purpose of this paper is to analyse factors influencing the propensity to share travel experiences in social media during a trip, across a sample of Millennial and Generation Z consumers in three different countries. Design/methodology/approach An online survey was sent to consumers between 16 and 30 years in Sweden, UK and India. Structural equation modelling and multigroup analysis was conducted to compare results between countries and generations. Findings Young travellers’ need for uniqueness (NFU) and opinion leadership (OL) with regard to travel tends to increase their propensity to share travel experiences in social media during a trip. Reflected appraisal of self is strongly related to NFU and OL and may therefore indirectly influence the propensity to share. Some differences were found between generations and countries. Research limitations/implications Future research could consider comparisons between travellers from younger and older generations. The hypotheses formulated in this study could be tested in other countries. Further adaptions or extensions of existing NFU scales to fit in the travel and tourism context are suggested. Practical implications Millennial and Gen Z consumers will constitute an increasing part of travellers and visitors in the future. Through a better understanding of their behaviour, tourism managers can design strategies to engage them and increase electronic word-of-mouth (eWOM). Originality/value This study contributes by addressing the lack of research on “self”-related drivers of eWOM in general social media during the trip, and by providing an international perspective through cross-cultural comparisons.
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Harrison-Walker, L. Jean. "The effect of consumer emotions on outcome behaviors following service failure." Journal of Services Marketing 33, no. 3 (June 10, 2019): 285–302. http://dx.doi.org/10.1108/jsm-04-2018-0124.
Повний текст джерелаАнотація:
Purpose The purpose of this paper is to explore the role of emotions that consumers experience following service failures and to assess the effects of each of these emotions on important behavioral outcomes. Design/methodology/approach This paper extends the work of Wetzer et al. (2007) and draws upon the existing literature to test a series of research hypotheses tying emotions to four important behavioral outcomes primarily using stepwise regression. Findings When a service failure occurs, customers experience any of a variety of negative emotions. The effect on behavioral outcomes depends on the specific emotion experienced by the consumer. The current research, which benefits by using retrospective experience sampling, finds that frustration is the predominant emotion experienced by customers following service failure, but that anger, regret and frustration affect behavioral outcomes. Uncertainty also plays a role. Research limitations/implications Future research should investigate the antecedents of propensity for emotions and predisposition toward industries, as well as the consequences of word-of-mouth (WOM) praise and WOM activity. Additionally, emotions could be examined by service stage. Several other moderators could be investigated, including severity, complaining behavior, repeat occurrence, service importance, remedies and forgiveness, product vs process failures, tenure, gender and age. Practical implications The current research emphasizes the importance of understanding which emotion is being experienced by a customer following service failure to identify the behavioral outcomes that will be most impacted. The specific managerial implications depend upon the specific emotional response experienced by the customer and are discussed separately for anger, regret and frustration. Service personnel must be trained to recognize and address specific customer emotions rather than to provide a canned or generalized response. Originality/value To date, there has been little, if any, systematic research into the effects of multiple discrete negative emotions on multiple desirable behavioral outcomes. The current study examines six discrete emotions. Predominant emotions are differentiated from emotional intensity. The behavioral outcomes of reconciliation and reduced share-of-wallet are added to the traditional outcomes of repatronage intentions and negative WOM. While existing research tends to rely on a scenario approach, this study uses the retrospective experience sampling method. The authors distinguish between mixed emotions and multiple emotions. The relative effects of disappointment and regret are examined for each of the four outcomes. Finally, importance-performance map analysis was applied to the findings to prioritize managerial attention. Numerous managerial and research implications are identified.
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Et. al., Mrs Hameedunissa,. "Buyer Behavioural Impact Of Electronic Word Of Mouth Among Youngsters Towards Smart Watches In Chennai City." Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12, no. 10 (June 3, 2021): 5723–26. http://dx.doi.org/10.17762/turcomat.v12i10.5385.
Повний текст джерелаАнотація:
Tremendous growth of technology enhanced the consumers to share their opinion on the products and services they consume. The consumers are capable of analyze the information through various sources in the social media network. The social media plays a pivotal role on scattering the information on products and services. The term Electronic Word of Mouth (EWOM) refers to the process of influencing buyer through the social media. The study focuses on the factors influencing buyer behavior and evaluates the impact of electronic word of mouth on purchasing smart watches. Questionnaires were distributed to the respondents through Google form using convenience sampling method. The electronic word of mouth made by anonymous, family and friends on social media network sites have influenced on purchase intention of respondents. The EWOM are shared by unpaid user and they became organic promoter for product and services. The social media users trust the other users review and referral as the information are communicated by prior purchaser. The EWOM influence the people to buy the product and services from the various referrals shared in social media.
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Tzavlopoulos, Ιoannis, Katerina Gotzamani, Andreas Andronikidis, and Chris Vassiliadis. "Determining the impact of e-commerce quality on customers’ perceived risk, satisfaction, value and loyalty." International Journal of Quality and Service Sciences 11, no. 4 (December 9, 2019): 576–87. http://dx.doi.org/10.1108/ijqss-03-2019-0047.
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Purpose The quality assessment of e-commerce services is of particular research interest, as it has been widely found that quality is directly linked to customer satisfaction and loyalty, which in turn leads to improved sales results, the creation of reputation and enhanced competitiveness for active companies in the industry. The purpose of this paper is to investigate the quality in e-commerce and to examine the relationships developed among its individual dimensions and satisfaction, perceived value, perceived risk and customer loyalty. Design/methodology/approach Initially, exploratory factor analysis with the equamax rotation method was applied to identify the perceptions of consumers regarding quality, value, satisfaction, risk and loyalty. The effect of the factors that make up perceived quality of e-services on customer value, satisfaction, risk and loyalty was examined by using OLS regression analysis. Likewise, path analysis was applied to confirm the impact of perceived quality on total consumer satisfaction, perceived value and loyalty, utilizing perceived risk as a moderating variable. Findings The authors found that quality overall has a positive and statistically significant relationship with perceived value, satisfaction and loyalty and negative with perceived risk. From the individual dimensions of quality, it has been found that ease of use of websites, design, responsiveness and security lead to increased levels of perceived value, while ease of use, responsiveness and personalization lead to an increase in the overall satisfaction of consumers. Overall, it has been documented that high levels of quality lead to higher satisfaction and perceived value, mitigating perceived risk and positively impacting the adoption of desirable consumer behaviors as reflected in customer loyalty. Research limitations/implications In this respect, future research in the field of e-commerce can examine the quality of the respective electronic services taking into account different product and business categories. In addition, the future research can focus on the impact of high satisfaction, perceived value and customer loyalty on various sizes of business performance, including sales, market share, competitiveness, financial efficiency and sustainability. Practical implications Given the clear relationship between quality, perceived value and satisfaction, e-commerce businesses have the potential to benefit significantly from improvements in the quality of their services, as this leads to increased levels of perceived value, high level of satisfaction and hence enhanced customer loyalty, which is in turn reflected in increased sales, positive word-of-mouth, improved reputation and brand loyalty. In this way, e-businesses will be able to improve their financial position, achieve higher market shares, maintain their competitive advantage, attract new development resources and become sustainable on a long-term basis. Social implications Businesses need to understand the factors that determine the quality in e-commerce to be able to achieve customer satisfaction and reduce perceived risk through improved quality. These factors, which consumers perceive as important for quality, are critical. Originality/value The concepts of quality, perceived value, risk, satisfaction and loyalty are considered to be interlinked in both traditional consumer research and e-commerce, as high levels of perceived quality are believed to lead to positive assessments of the cost-benefit and, hence, the perceived value (Cronin et al., 2000; Sweeney and Soutar, 2001; Korda and Snoj, 2010) and loyalty. In this context, this study attempted to study the relationship of these five variables, through both regression and path analysis, resulting in similar results. According to the findings of the study, perceived quality of website services has a positive and statistically significant impact on perceived value, satisfaction and an opposite effect on perceived risk, while the last is mitigating variable for and loyalty.
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Antonio, Ferdi, and Putri Astika. "The Antecedents of Consumption Value and Its Impact on Customer Behavior; a Study of Batik Cloth on Non-Javanese Indonesian Millennials." International Journal of Applied Business and International Management 4, no. 1 (April 20, 2019): 46–58. http://dx.doi.org/10.32535/ijabim.v4i1.382.
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Current lifestyle change has led millennial customers to have awareness about their cloth in daily life to accentuate their personality. In the other side batik cloth industry is growing rapidly and contribute to the domestic economic. Despite the advancement of cloth printing technology, business competition in the batik industry need to balancing their production with the essence of batik as an Indonesia ethnic product’s therefore preserve its soul as a valuable heritage of Indonesia culture. Understanding how the customer perceive the value of batik cloth contributes to the effective marketing approach especially for the local medium enterprises. This research was aimed to study the influence of customer diversity seeking and attitude toward ethnic culture to the purchase intention and willingness to share positive electronic word of mouth of the batik cloth, mediating by social value, emotional value and epistemic value as the focus of the research while moderated by ethnic embeddedness. The conceptual model was modified from the previous studies by added e-WOM as a relevance variable in digital era. The research model was implied on non-Javanese millennial customer of batik cloth to segregate the ethnicity perception. Primary data obtained by convenience sampling through the online questionnaire. The eligible sample was collected from 360 respondents who met the criteria. Data were analyzed by Structural Equation Modelling (SEM) and processed by SmartPLS 3.0. The result revealed that both customer diversity seeking and attitude toward ethnic culture have significant effect on the consumption value. All of the three value which are social, emotional and epistemic shown significantly positive impact on e-WOM and customer purchase intention while ethnic embeddedness proven to have the moderation effect on epistemic value and social value. Interestingly social value was found as the strongest predictor of purchase intention. This research provides new insights in understanding consumer behavior towards batik cloth product as well as suggested practical implications that could help batik producers to implement an effective marketing strategy through the digital channel.
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Mehran, Malik Muhammad, Tanveer Kashmiri, and Ahmad Tisman Pasha. "Effects of Brand Trust, Brand Identification and Quality of Service on Brand Evangelism: A Study of Restaurants in Multan." Journal of Arable Crops and Marketing 2, no. 2 (December 30, 2020): 35–46. http://dx.doi.org/10.33687/jacm.002.02.3191.
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The purpose of this study is to investigate how customer-band relationships and quality of service influences brand evangelism. And more importantly, this study examines the moderating effect of the brand love on brand trust, quality of service, brand identification and brand evangelism relations. Brand evangelism mends to customers’ advocacy behaviour and positive or negative word-of-mouth (for a particular brand) that influence the purchase decision. Based on the prior studies conducted on the brand relationships, an integrated conceptual framework on consumer-brand relationships, quality of service and brand evangelism is developed. The snowball sampling technique was employed in this study, and the sample drawn was consisted of 400 brand conscious customers of the different restaurants serving in Multan. The sample was focused on the salaried class, working at different organizations in Multan only. For more robust testing of the theory, brand love was included as a moderating variable. For testing of the moderation effect Process by Andrew F. Hayes was used with the assistance of SPSS version 23. Research findings revealed that the impacts of the brand trust, quality of service and brand identification on brand evangelism are significant. And brand love as a moderating variable moderate the relationships between brand trust, quality of service, brand identification and brand evangelism. The mindsets of the today customers are changing, and they are getting more brand conscious, they love to share their good and bad experience about the different brands that exist in the market. Today, it is very important for brand managers to know the feelings of the customers about their brands. This study suggests the brands to cultivate brand trust, quality in their services, brand identification and brand love in their service for longer standing in diversifying the market. Brand evangelism is not an old construct, especially, it is new for the graphical location where we are conducting this study, because there is no similar study available here. This study is only focused on the restaurants in Multan, other geographical locations or industries (e.g. beverage industry, cellular operators, electronics etc.) may be used to more clearly understand the brand evangelism construct. Also, comparative studies can be performed to compare the brand evangelism level in customers of a specific at different graphical location markets. This study takes brand customers as brand evangelists but persons from sales department workforce may also be considered as a brand evangelist, because evangelism may also reside there.
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Chopra, Anjali, Vrushali Avhad, and and Sonali Jaju. "Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial." Business Perspectives and Research 9, no. 1 (June 15, 2020): 77–91. http://dx.doi.org/10.1177/2278533720923486.
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Recent marketing trends indicate the rise of influencers as an extension of word of mouth campaigns. As consumers turn to social media platforms, organizations are realizing the power of influencers in affecting a purchase decision. The current study throws light on various aspects of influencer marketing that drive consumer behavior by using the theory of planned behavior (henceforth referred to as TPB) ( Ajzen, 1991 ) and social learning theory by Bandura and Walters (1963) as part of the qualitative research to identify key factors of influencer marketing that impact consumer behavior. The study revealed that both attitude toward influencers and perceived behavior control that allows increase in domain knowledge had a favorable impact on consumer behavior while the influence of peers had no effect. Further additional constructs namely personal relevance, inspiration, and trust had a positive impact on behavior while perceived risk did not have any effect. Product influencer fitment was an important criterion for consumers, as they followed the specific type of influencers for different product categories. Depending on the posts shared by influencers, consumers are impacted at four levels: increase in brand awareness, subject matter expertise, brand preference, and preference. Successful influencer marketing involves identifying the right type of influencer who will offer curated advice, stories, and suggestions to create engagement with the audience.
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Raji, Ridwan Adetunji, Sabrina Mohd Rashid, and Sobhi Mohd Ishak. "THE RELATIONSHIP BETWEEN SOCIAL MEDIA WORD-OF-MOUTH, CONSUMER-BASED BRAND EQUITY AND CONSUMER RESPONSE AMONG AUTOMOTIVE CONSUMERS IN MALAYSIA." Jurnal Ilmiah LISKI (Lingkar Studi Komunikasi) 3, no. 2 (November 13, 2017): 181. http://dx.doi.org/10.25124/liski.v3i2.950.
Повний текст джерелаАнотація:
The literature on Consumer-Based Brand Equity (CBBE) continues to grow enormously. Previous studies on CBBE have maintained that marketing communications play a significant role in developing CBBE. Furthermore, researchers have argued that social media has become a renowned and strategic platform for disseminating brand-related communication. Hence, the advent of brand-related communication on social media is as well increasing the freedom and involvement of consumers in the co-creation of brand-related contents, thus giving rise to Social Media Word-of-Mouth. However, researchers have paid little attention to determining the role of Social Media Word-of-Mouth in developing CBBE and evoking favourable consumer behaviour. Therefore, this study sets out to examine the relationships between Social Media Word-of-Mouth, CBBE and Consumer Response. For this purpose, 290 consumers of two automotive brands were surveyed using the survey questionnaire. The data collected was analysed using both SPSS version 23 and AMOS version 23. The results revealed that Social Media Word-of-Mouth is important for enhancing CBBE and stimulating Consumer Response. Consequently, brand managers and marketers of automotive brands in Malaysia were charged to increase their engagements and investments in social media communications and encourage favourable word-of-mouths from their consumers on social media in order to improve the acceptance of their brands and increased positive consumer behaviour. This study concludes that consumer reviews, comments and posts on social media have significant implications on brands and consumer behaviour.
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Zhang, Xin, Liang Ma, and Gao-Shan Wang. "Investigating consumer word-of-mouth behaviour in a Chinese context." Total Quality Management & Business Excellence 30, no. 5-6 (May 2, 2017): 579–93. http://dx.doi.org/10.1080/14783363.2017.1317587.
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Grębosz-Krawczyk, Magdalena. "Consumer storytelling as an element of word-of-mouth communication of nostalgic brands: evidence from Poland." Innovative Marketing 16, no. 3 (August 11, 2020): 74–84. http://dx.doi.org/10.21511/im.16(3).2020.07.
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Nowadays, brand storytelling is an important element of successful brand management on the business-to-consumer market. Based on brand storytelling, consumers create their own brand stories. Therefore, consumer storytelling becomes an essential component of word-of-mouth communication. The objective of the paper is to evaluate the possibility of using consumer storytelling as an element of word-of-mouth communication of nostalgic brands. The results of the empirical studies concerning 24 international and Polish, generational and transgenerational nostalgic brands, conducted among 1,000 Polish consumers, are presented. The research is based on a personal interview technique, an online survey technique and a focus group interview. Research results confirm that nostalgic brands – that reflect personal history – generate stories more often than their non-nostalgic counterparts. Consumer storytelling is more common among older respondents. Consumers create stories about nostalgic brands and are happy to share them. Given the strength of consumer storytelling, it is worth encouraging consumers to share stories about the brand that can be an important element of word-of-mouth communication. AcknowledgementThe research project was funded by the National Science Centre (project Opus 9, No. 2015/17/B/HS4/00945, “Nostalgia in brand management”) for the period 2016–2020.
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Rai, Rashmi, and Shruti Tripathi. "CONSUMER BUYING PSYCHOLOGY AND BRAND PERCEPTION: INFLUENCE OF WORD OF MOUTH COMMUNICATION." Journal of Content Community and Communication 12 (December 31, 2020): 159–68. http://dx.doi.org/10.31620/jccc.12.20/15.
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Word-of-mouth Communication (WOM) has recently gained momentum in almost every operating industry in the world. WOM can be seen as a firms' intentional influencing of consumer-to-consumer communications about the firms' products. This study's primary objective was to determine whether there was any significant relationship between Word-of-mouth communication and Consumer buying behaviour specificity to the Indian cosmetics industry. The study was conducted with a sample size of 163 women, hailing mainly from South Indian cities, out of which Bangalore was predominant. The results of this study are to the Indian urban/metro population. The research eventually concluded a significant correlation between WOM and Consumer buying Behaviour, wherein consumer behaviour was measured in terms of Brand Perception, Search & Evaluation effort, and Risk Reduction. WOM's correlation with each of these aspects was positive and high, indicating a direct and strong relationship.
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Scheinbaum, Angeline Close, Stefan Hampel, and Mihyun Kang. "Future developments in IMC: why e-mail with video trumps text-only e-mails for brands." European Journal of Marketing 51, no. 3 (April 10, 2017): 627–45. http://dx.doi.org/10.1108/ejm-09-2015-0624.
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Purpose Marketers use e-mail in new, potentially more informative, entertaining and lucrative ways – such as embedding video. The purpose of this paper is to examine consumer responses to audiovisual (i.e. text along with a short video) versus text-only messages in brand communication. Specifically, authors seek to uncover the efficacy of marketer-embedded video (vs text-only) in e-mail on the consumer's product interest, informativeness, perceived prestige, electronic word-of-mouth (e-WOM) intentions and willingness to pass the electronic message along digitally or on social media. With the dual coding theory and selective visual attention as theoretical guideposts, the intended contribution is a framework that can explain and predict advantages for multi-modal e-mail marketing communications. Design/methodology/approach Five hypotheses are tested experimentally with a one-factor experiment with two conditions (text-only vs audiovisual). The sample was 240 adult participants. Real brands (Audi and Apple) were used. For both brands, participants were randomly assigned to one of two conditions of the e-mail (i.e. audiovisual vs text-only). The stimuli are identical, with the exception of embedded video in the e-mail body. The videos are authentic brand videos, are approximately 50 s and use a product feature appeal. Participants’ pre-existing brand attitude was measured. Then, five dependent variables (product interest, informativeness, perceived prestige, e-WOM intentions and willingness to pass the electronic message along digitally or on social media) were considered with respect to consumer exposure to e-mail with video and text in the e-mail from the brand versus text-only e-mail from the brand. Findings The results supported the hypotheses that audiovisual messages (i.e. those with text and video) heighten informativeness, product interest, perceived prestige, intentions to spread e-WOM for a brand and willingness to pass along the e-mail along to friends and family when compared to text-only messages. These experimental findings from a one-factor experiment with two conditions (text-only vs audiovisual) are generally consistent for an American consumer technology brand Apple (iPhone) and a German luxury automobile brand Audi (S4). Hypotheses are supported for both brands (Apple and Audi), with the exception of product interest for Audi, which may be explained by the high price of a luxury automobile. Research limitations/implications An implication here for the dual coding theory is that the theory may be extended to consider what happens after the consumer codes the information with both the verbal and the non-verbal subsystem. The finding of interest to information processing scholars is that a video accompanying text communication from a brand to a consumer has an advantage over text-only communication. Brands that communicate with multi-modal marketing communication have better outcomes in informativeness, brand prestige perceptions and intentions of online consumer behaviors, including positive e-WOM for the brand in general and willingness to pass the specific content along in digital and social media platforms. Consumers can become brand advocates by being more inclined to forward the e-mails with the product short video as well as the e-mail text. Practical implications Brand marketers should consider e-mail in an integrated brand promotion (IBP) campaign as a cost advantage; one of the reasons e-mail should have a solid place in the IBP toolkit is due to e-mail's relatively low cost. The main cost comes with administration and production of the video. As a managerial implication for advertisers, embedding ads of a short video format in e-mails is a way to be more effective than plain-text e-mails. Short videos in e-mails are a reasonable idea to include in an integrated marketing communications effort (plausibly due to information processing with both a verbal and a non-verbal system). Brands can use videos in e-mails to enhance informativeness regarding products to enhance product differentiation from competitors. Yet, it is important to raise caution with some concerning disadvantages potentially associated with e-mail marketing and video. The three areas of caution include potential issues of privacy, clutter and technical inhibitors. Originality/value Despite the fact that e-mail is one of the most heavily used communication tools in marketing, there is scarce literature on e-mail and branding. By brands evoking a degree of prestige with embedded videos, consumer willingness to become part of the marketing communications is enhanced, as their e-WOM and willingness to share the branded content increase.
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Marić, Dražen, Ksenija Leković, and Slavica Tomić. "E-WOM through the prism of socio-demographic analysis of users of tourist services." Ekonomika 66, no. 4 (2020): 1–12. http://dx.doi.org/10.5937/ekonomika2004001m.
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Objectives:Interpersonal influence and word-of-mouth communication represent the most important sources of information used in the purchase decision process. This form of communication has a special role and importance in tourism due to the intangible nature of products offered in this market. With the advancement in information technologies an increasing number of consumers - users of tourist services use the Internet to obtain information about a tourist destination and, at the same time, share their experiences with other consumers. In this way online interpersonal influence and electronic word-of-mouth communication are realized. The aim of this paper is to examine whether there are any significant differences in the electronic word-of-mouth effects and generation by consumers - users of tourist services in relation to their socio-demographic characteristics (gender, age, and education). Methodology: The sample included 228 respondents from the province of Vojvodina. The method of cross-tabulation was applied in order to test the hypotheses. Implications/results: Survey results provide tourism marketers with a more detailed insight into the behavior of users of tourist services with respect to their socio-demographic characteristics. Contribution: This paper contributes to further theoretical elaboration of the current phenomenon of electronic word-ofmouth in terms of explaining it through the prism of causes and effects.
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Vijayabanu C., Karthikeyan S., and Gayathri R. "Personality Antecedents of EWoM in Determining Online Customer Purchase Behavior." International Journal of Business Analytics 10, no. 1 (January 20, 2023): 1–13. http://dx.doi.org/10.4018/ijban.316867.
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Electronic word of mouth (EWoM) is similar to the standard word of mouth- the only difference is, the use of Internet as a base in EWoM. By understanding the personality antecedents of EWoM, the consumer buyer beahviour could be analysed more specifically. The current study has the objectives of understanding the influence of the personality antecedents and EWoM, and of the consumer towards consumer purchase behaviour. The data were collected from 200 respondents in different districts of TamilNadu through a structured questionnaire. The data is analyzed by using the structural equation model in determining the relationship towards the purchase behaviour. It is evident from the study that EWoM determinant influent purchase behaviour with significant R square value of 0.41, and equally the personality of the customer influence with R square value 0.58. The model fit well and has greater alignment of fit also. The personality antecedents of EWoM have become an integral part of the current generation while making a purchase decision.
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Chaney, Damien, and Drew Martin. "The Role of Shared Values in Understanding Loyalty over Time." Journal of Travel Research 56, no. 4 (August 4, 2016): 507–20. http://dx.doi.org/10.1177/0047287516643411.
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Tourism’s unique features limit the consumer behavior literature’s ability to explain consumer loyalty. More precisely, existing consumer loyalty models do not consider social and cultural dimensions highlighted by tourism literature. Using new institutional theory, this article proposes a new perspective to explain loyalty. This study of musical festival patrons and managers combines cognitive mapping and questionnaires. Findings demonstrate that shared values between managers and festival-goers influence the latter’s loyalty. More precisely, shared values impact attitudinal loyalty and word-of-mouth, but they do not affect behavioral loyalty. Results also show that festival-goer loyalty decreases more slowly over time when a high level of shared values exist. Beyond music festivals, this study highlights a more sociological approach to explain loyalty over time in tourism.
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Al-Gahaifi, Tarish H., and Jaroslav Světlík. "Factors influencing consumer behaviour in market vegetables in Yemen." Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis 59, no. 7 (2011): 17–28. http://dx.doi.org/10.11118/actaun201159070017.
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The purpose of the research is to understand factors influencing consumer behaviour when buying vegetables in Republic of Yemen. Data collection was done by structured questionnaire administered through schools, universities, government offices, and markets from 13 provinces in 5 governorates. Random convenience sampling technique was used. Total sample comprised of 463 completed questionnaires which were used for analysis. The respondents were classified into five categories on the base of their monthly income, age, education, gender, and type of settlement. Authors present the factors that can influence significantly this behaviour, e.g. price, quality, the location of seller, habit, personal relationship between consumer and seller, occasions, discount, sorting, word-mouth, time of purchase, the way of products display, and recommendation of friends and families. From the obtained results, it is obvious that there was high influence on the behaviour of Yemeni consumer when buying vegetables for factors price, occasions, discontent, and time of purchase, while factors habit, display, sorting, and the location of seller suggests medium influence, and the influence was low for word-mouth.
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Sharma, Shiv Kumar, and Anuja Shukla. "Impact of electronic word on mouth on consumer behaviour and brand image." Asian Journal of Management 8, no. 3 (2017): 501. http://dx.doi.org/10.5958/2321-5763.2017.00081.6.
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Sudhir, Subin, and Anandakuttan B. Unnithan. "Measuring Consumer Motivations to Share Rumors." International Journal of Online Marketing 4, no. 3 (July 2014): 51–67. http://dx.doi.org/10.4018/ijom.2014070104.
Повний текст джерелаАнотація:
Rumors are often shared in the marketplace about products, services, brands or organizations; both in the online as well as in the offline scenarios. These rumors get communicated from consumer to consumer in the form of Word of Mouth (WOM). An exhaustive review of literature identified four motivations for consumers to share rumors in the marketplace; which included anxiety management motivation, information sharing motivation, relationship management motivation and self enhancement motivation. The review was not conclusive in identifying any scales for the measurement of these motivations. The article develops a scale for measuring these four motivations. Structured interviews were initially conducted to identify 33 items that motivate a consumer to share rumors. Based on an exploratory factor analysis and confirmatory factor analysis four factors were identified and the final scale retained 21 items. The scale displayed good scores of reliability and validity.
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Bahri Ammari, Nedra, Abir Hsouna, Mounia Benabdallah, Anish Yousaf, and Abhishek Mishra. "Consumer responses to the failure of self-service banking technology: moderating role of failure stability." International Journal of Bank Marketing 40, no. 3 (December 24, 2021): 458–83. http://dx.doi.org/10.1108/ijbm-05-2021-0192.
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PurposeThe purpose of this study is to investigate the impact of dissatisfaction and anger, driven by the failure of the self-service technology of banks, on customers' post-purchase behavioural reactions, such as complaints, negative word-of-mouth (NWOM) and supplier change. The stability of the failure is proposed to moderate these relationships.Design/methodology/approachThe proposed research model was tested through data collected from an online survey of a Tunisian sample of 300 respondents, using the scenario method.FindingsThe study validates the positive impact of dissatisfaction on anger and negative word-of-mouth, as well as that of anger on complaint behaviour and negative word-of-mouth. The relation between dissatisfaction and negative word-of-mouth is mediated by anger. When the failure is stable, dissatisfied users of the self-service technology seek to enhance their negative word-of-mouth and supplier change. The results also show that the stability of the failure enhances the effect of anger on complaint behaviour.Practical implicationsBanks should invest efforts to accelerate the recovery of services to reduce consumer dissatisfaction and anger and prevent adverse behavioural outcomes. Further, they need to ensure that failures are not repeated, as failure stability activates some otherwise non-significant behavioural outcomes, like supplier change.Originality/valuePrevious works have focused on the impact of dissatisfaction and negative emotions for interpersonal services, but very few works have come to associate dissatisfaction, anger, complaint, negative word-of-mouth and supplier change in an integrative framework for an self-service technology failure.
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Bond, Samuel D., Stephen X. He, and Wen Wen. "Speaking for “Free”: Word of Mouth in Free- and Paid-Product Settings." Journal of Marketing Research 56, no. 2 (January 30, 2019): 276–90. http://dx.doi.org/10.1177/0022243718821957.
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This research examines drivers of consumer word of mouth (WOM) in free-product settings, revealing fundamental differences with traditional, paid-product settings. The authors build and investigate a theoretical model that highlights two unique characteristics of free products (reciprocity motivation and diminished adoption risk) and considers their implications for WOM sharing. Results of a retrospective survey, two controlled experiments, and an analysis of more than 5,000 mobile apps at Google Play and Apple’s App Store reveal that consumers are generally more likely to share their opinions of free products than paid products, because of feelings of reciprocity toward the producer. However, this difference is reduced when prior consumer WOM is low in volume and highly disperse, signaling greater adoption risk. These findings contribute to nascent understanding of free-product marketing while offering new insights for catalyzing consumer WOM.
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Chatterjee, S., and P. Kulkarni. "Healthcare consumer behaviour: the impact of digital transformation of healthcare on consumer." CARDIOMETRY, no. 20 (November 21, 2021): 135–44. http://dx.doi.org/10.18137/cardiometry.2021.20.134143.
Повний текст джерелаАнотація:
Healthcare consumer behavior is influenced by the cumulativeimpact of internal/external factors. Individual considerations,and interplay amongst determinants, are both crucial. Today,customers demand more information, greater options, andreal-time interactions. Customer engagement has becomecrucial. Digital Transformation with emerging technologies likeAI, Blockchain, Telemedicine, etc., helps physicians, optimizessystems, improves patient experience, and reduces humanerrors.This paper discusses factors influencing healthcare consumers’behavior and provides insights into digital technologies toenhance the consumer experience. The qualitative method isused by engaging a closed consumer group in discussion andthrough in-depth interviews. The analysis provides an insightinto the behavior of healthcare consumers.The study finds that the new breed of consumers is wellinformed about healthcare providers’ digital readiness. Thefactors influencing consumers to select healthcare providersinclude digital readiness of the healthcare provider,good customer experience, word of mouth, and brand image.
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Choi, Jaewon, Hong Joo Lee, and Joon Yeon Choeh. "HARNESSING THE PREDICTIVE VALUE OF ONLINE WORD-OF-MOUTH FOR IDENTIFYING MARKET SUCCESS OF NEW AUTOMOBILES: INPUT VERSUS OUTPUT WORD-OF-MOUTH PERSPECTIVES." E+M Ekonomie a Management 25, no. 2 (June 2022): 183–201. http://dx.doi.org/10.15240/tul/001/2022-2-012.
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The automotive industry evaluates various success factors to achieve competitive advantage in selling products. Existing studies have predicted the success of newly launched automobiles based on an economic perspective. However, factors such as dynamic changes in consumer preferences and the emergence of numerous automobile brands pose difficulty in understanding product quality. This study proposes a method of understanding the automotive market using text mining techniques and online user opinions for newly launched cars. By analyzing customer experiences and expectations through their opinions, we can anticipate automobile demand in the market more easily. The proposed method is based on online reviews from an online portal for automobiles. Based on a literature review, this study presents a framework for analyzing input versus output word-of-mouth (WOM). It also integrates the success factors from existing automobile studies and derives functional categories and relevant keywords. The analysis identifies differences in consumer-interest factors that lead to short-term success or normal results in automobile sales. In addition, it confirms that the elements of WOM produces varying results depending on the timing these are employed in relation to the product launch (i.e., before or after a product’s launch). It revealed which dimensions of automobile characteristics are important factors in identifying sales volume and market share for specific types and brands of automobile models. The results of this study provide theoretical advantage in predicting market success in the automobile industry. In addition, the study derives practical insights into characteristics of classification information for market forecasts in the automotive industry. The paper provides empirical insights about how input WOM and output WOM which are analyzed differently can have predictive power in forecasting market share and sales volume for automobiles.
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Erdem, Şakir, Beril Durmuş, and Osman Özdemir. "The Relationship with Ad Clicks and Purchase Intention: An Empiricial Study of Online Consumer Behaviour." European Journal of Economics and Business Studies 9, no. 1 (October 6, 2017): 25. http://dx.doi.org/10.26417/ejes.v9i1.p25-33.
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This study examines the ads on social media and word of mouth marketing lead to ad clicks. Motivation, congruity, attitudes to ad on social media and word of mouth marketing lead to ad clicks, which respectively affect purchase intention in research model. The study aims to develop an understanding of how ad clicks affect to purchase intention on social media. Findings of the study presents the importance of consumer behaviour to use of social media and to purchase intention among Turkish consumers. Consequently, in the study all variables are positively related to each other. These results suggest that marketers need to take into account and manage actively social media and specifically their social network sites.
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Astana, I. Gusti Made Oka. "Ecommerce Strategy Towards Shopee Consumer Behaviour In Online Shopping Through Electronic Word Of Mouth (EWOM) Variables." International Journal of Social Science and Business 5, no. 4 (December 29, 2021): 593. http://dx.doi.org/10.23887/ijssb.v5i4.40845.
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The growing use of internet-based technologies provides enterprise E-commerce with transformative benefits. The success of E-commerce is determined by the behavior of sellers and their decisions about which platform to use between application-based E-commerce or social media. Online shopping through the internet supports consumers to find information about a product or service and make purchases through direct interaction with online retailers. Word of mouth plays an essential role in consumer behavior, especially in online marketing, which supports consumers seeking more references. This study aims to analyze the effect of E-commerce and electronic word of mouth (EWOM) on consumer behavior in online shopping. The study was conducted on 75 respondents, and researchers used SmartPLS 3.0 to examine the relationship between variables in the model through SEM. From the research results obtained, internet marketing strategies directly affect EWOM and consumer behavior, while EWOM also directly affects consumer behavior. E-commerce startups have the most significant direct positive influence on online shopping consumer behavior across all channels. This result means that Shopee should give prime attention to its E-commerce strategy to increase its consumers.
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Stávková, J., H. Prudilová, Z. Toufarová, and L. Nagyová. "Factors influencing the consumer behaviour when buying food." Agricultural Economics (Zemědělská ekonomika) 53, No. 6 (January 7, 2008): 276–84. http://dx.doi.org/10.17221/983-agricecon.
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The paper analyses buying behaviour of Czech consumer units on the market with food. Authors present the factors that can influence significantly this behaviour, e.g. price, brand, quality, product attributes, habits, price reductions, advertisement, innovation and word-of-mouth. The results were obtained within the framework of a survey performed in a set of 1 074 Czech households by the staff of the Department of Marketing and Trade, the Mendel University of Agriculture and Forestry Brno, in November and December 2004. Respondents were classified on the base of their annual income, residency, social group, age and education.
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Hodeghatta, Umesh Rao, and Sangeeta Sahney. "Understanding Twitter as an e-WOM." Journal of Systems and Information Technology 18, no. 1 (March 14, 2016): 89–115. http://dx.doi.org/10.1108/jsit-12-2014-0074.
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Purpose – This paper aims to research as to how Twitter is influential as an electronic word-of-mouth (e-WOM) communication tool and thereby affecting movie market. In present days, social media is playing an important role in connecting people around the globe. The technology has provided a platform in the social media space for people to share their experiences through text, photos and videos. Twitter is one such online social networking media that enables its users to send and read text-based messages of up to 140 characters, known as “tweets”. Twitter has nearly 200 million users and billions of such tweets are generated by users every other day. Social media micro-blogging broadcasting networks such as Twitter are transforming the way e-WOM is disseminated and consumed in the digital world. Twitter social behaviour for the Hollywood movies has been assessed across seven countries to validate the two basic blocks of the honeycomb model – sharing and conversation. Twitter behaviour was studied for 27 movies in 22 different cities of seven countries and for six genres with a total tweets of 9.28 million. The difference of Twitter social media behaviour was compared across countries, and “sharing” and “conversation” as two building blocks of the honeycomb model were studied. t-Test results revealed that the behaviour is different across countries and across genres. Design/methodology/approach – The objective of the paper is to analyse Twitter messages on an entertainment product (movies) across different regions of the world. Hollywood movies are released across different parts of the world, and Twitter users are also in different parts of the world. The objective is to hence validate “conversation” and “sharing” building blocks of the honeycomb model. The research is confined to analysing Twitter data related to a few Hollywood movies. The tweets were collected across nine different cities spanning four different countries where English language is prominent. To understand the Twitter social media behaviour, a crawler application using Python and Java was developed to collect tweets of Hollywood movies from the Twitter database. The application has incorporated Twitter application programming interfaces (APIs) to access the Twitter database to extract tweets according to movies search queries across different parts of the world. The searching, collecting and analysing of the tweets is a rather challenging task because of various reasons. The tweets are stored in a Twitter corpus and can be accessed by the public using APIs. To understand whether tweets vary from one country to another, the analysis of variance test was conducted. To assess whether Twitter behaviour is different, and to compare the behaviour across countries, t-tests were conducted taking two countries at a time. The comparisons were made across all the six genres. In this way, an attempt was made to obtain a microscopic view of the Twitter behaviour for each of the seven countries and the six genres. Findings – The findings show that the people use social media across the world. Nearly 9.28 million tweets were from seven countries, namely, USA, UK, Canada, South Africa, Australia, India and New Zealand for 27 Hollywood movies. This is indicative of the fact that today, people are exchanging information across different countries, that people are conversing about a product on social media and people are sharing information about a product on social media and, thus, proving the hypothesis. Further, the results indicate that the users in USA, Canada and UK, tweet more than the other countries, USA and UK being the highest in tweets followed by the Canada. On the other hand, the number of tweets in Australia, India and South Africa are low with New Zealand being the lowest of all the countries. This indicates that different countries’ users have different social media behaviour. Some countries use social media to communicate about their experience more than in some other country. However, consumers from all over the world are using Twitter to express their views openly and freely. Originality/value – This research is useful to scholars and enterprises to understand opinions on Twitter social media and predict their impact. The study can be extended to any products which can lead to better customer relationship management. Companies can use the Internet and social media to promote and get feedback on their products and services across different parts of the world. Governments can inform the public about their new policies, benefits of governmental programmes to people and ways to improve the Internet reach to more people and also for creating awareness about health, hygiene, natural calamities and safety.
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Velázquez, Beatriz Moliner, María Fuentes Blasco, and Irene Gil Saura. "ICT adoption in hotels and electronic word-of-mouth." Academia Revista Latinoamericana de Administración 28, no. 2 (June 1, 2015): 227–50. http://dx.doi.org/10.1108/arla-10-2013-0164.
Повний текст джерелаАнотація:
Purpose The purpose of this paper is to investigate how information and communication technology (ICT) adoption in hotels contributes to satisfaction and loyalty from the consumer perspective, considering the online dimension of recommendations. Design/methodology/approach A quantitative research based on a structured questionnaire and using a personal survey method was developed. Surveys were conducted on 386 guests from Spanish hotels. Causal methodology by testing structural equation model was applied. Findings Significant relationships are obtained in the sequence “ICT use perception – satisfaction with ICT – overall satisfaction with the hotel – dimensions of loyalty” and the mediating effect of positive electronic word-of-mouth intention between ICT satisfaction and general intention to recommend the hotel is confirmed. Research limitations/implications Future research can replicate these relationships in other tourist services and employ multidimensional scales to measure word-of-mouth behaviour. Originality/value The novelty of this work is that it studies the relationships between ICT, satisfaction and loyalty in hotel services, paying particular attention to positive word-of-mouth behaviour, both conventional and online.
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Sharma, Nitin, and Jashandeep Singh. "Effects of Social Media on Consumer Behaviour for Tourism Products." ECS Transactions 107, no. 1 (April 24, 2022): 9373–80. http://dx.doi.org/10.1149/10701.9373ecst.
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The study helps to investigate the relationship between social media and consumer behavior regarding tourism products. Every consumer is using social media and they are getting information from online media and social sites. Communication through online media and social applications is getting easy and less expensive. Social media affects customers’ purchasing behavior. Electronic word of mouth is also a part of social media that influences consumers’ decision process. This is a review paper that helps to understand information sharing in social media in the tourism industry. This paper helps to understand the effects of information-based social applications and online media on consumer behavior in tourism sector and also identify the most important variable which influences consumer behavior in tourism.
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Ali, Yusuf Sahabi, Ab Razak Che Hussin, and Halina Mohamed Dahlan. "Electronic Word of Mouth engagement in social commerce platforms: An empirical study." Information Development 36, no. 3 (August 28, 2019): 438–56. http://dx.doi.org/10.1177/0266666919867488.
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The aim of this study is to investigate the factors that encourage customer engagement with Electronic Word of Mouth (eWOM) from the perspective of information characteristics, consumer behaviour, consumer motives, technological and social factors. Drawing from the Elaboration Likelihood Model (ELM), Theory of Reasoned Action (TRA) and Social Support Theory (SST) we propose a new model of eWOM engagement in s-commerce. This model was assessed using structural equation modeling (SEM) technique based on a survey of 218 s-commerce users in Nigeria. The findings confirmed that eWOM engagement is strongly determined by information credibility, information quality, social support, innovativeness, altruism, self-enhancement and sense of belonging. Additionally, using the Importance-Performance Map Analysis (IPMA), this study identifies information credibility, sense of belonging, attitude towards eWOM and social support as the most important factors that should be giving priority by managers in order to encourage consumer eWOM engagement in s-commerce platforms. Implications of the study and suggestions for future research are presented.
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Pourfakhimi, Shahab, Tara Duncan, and Willem J. L. Coetzee. "Electronic word of mouth in tourism and hospitality consumer behaviour: state of the art." Tourism Review 75, no. 4 (February 12, 2020): 637–61. http://dx.doi.org/10.1108/tr-01-2019-0019.
Повний текст джерелаАнотація:
Purpose Despite its volume, the academic research on the impact of electronic word of mouth (eWOM) on tourism and hospitality consumer behaviour is fragmented and largely limited to investigating a small scope of its impact. The purpose of this paper is to bridge this gap by synthesising the existing literature, providing a conceptual framework for the various dimensions of this impact. Design/methodology/approach This paper is based on the meta-synthesis and a critical conceptual analysis of relevant academic literature identified using a keyword search of papers via the Web of Science and Scopus databases, followed by a snowballing process comprising tracking the citations to the resources referred to in the identified papers. Findings This conceptual analysis illustrates how the full spectrum of the impact of eWOM on tourist behaviour spans well beyond the limited scope traditionally focussed on by tourism and hospitality researchers. This scope, encompassing multiple cognitive, normative and affective dimensions, is illustrated in an evidence-based conceptual framework proposed in this paper, providing a systematic tool to identify the less-studied aspects of this important phenomenon. Originality/value This paper synthesises the large and fragmented body of literature on eWOM and proposes a novel conceptual framework, illustrating the vast scope of the various cognitive, affective and normative mechanisms through which eWOM affects consumers’ choice of tourism and hospitality products. Furthermore, this paper provides a synthesis of the state-of-the-art of research in this field, highlights the existing gaps and provides researchers with a systematic tool to identify pathways towards breaking the status-quo in progressing beyond the current boundaries of academic research in this field.
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Chong, Shyue Chuan, Foong Yee Tan, Pei Yew Mah, and Choon Wei Low. "Consumers’ Purchase Intention Toward Ergonomic Footwear in Malaysia." International Journal of Financial Research 11, no. 2 (March 16, 2020): 88. http://dx.doi.org/10.5430/ijfr.v11n2p88.
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Ergonomic footwear is a type of shoe specifically designed for consumers to treat foot problems. In accelerating concern on foot health nowadays, ergonomic footwear is introduced to fill the gap in the context of Malaysia. This study applied the Theory of Planned Behaviour and Expectancy-Value Theory to explore the consumers’ purchase intention toward ergonomic footwear. Targeted respondents were adults in Klang Valley, Malaysia aged from 21 years and above through judgmental sampling. A total of 221 responses were collected using a survey questionnaire from June to July 2018. This study found that utilitarian consumption, consumer perceived value and perceived trust have a significant positive relationship with the purchase intention. Meanwhile, the word-of-mouth shows the insignificant relationship between purchase intention. Word-of-mouth is unimportant might be due to contrary word-of-mouth spread by experienced customers, and perhaps the less tendency the consumers rely on word-of-mouth.