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1 – 10 of over 4000Jyoti , Thi-Hoang-Anh Tran and Jitender Kumar
Electronic word-of-mouth (e-WOM) has emerged as a pivotal factor in consumer decision-making, particularly within the tourism industry. This study aims to know the critical…
Abstract
Purpose
Electronic word-of-mouth (e-WOM) has emerged as a pivotal factor in consumer decision-making, particularly within the tourism industry. This study aims to know the critical dimensions of e-WOM and examines their effects on tourist purchase intentions in India and Vietnam, seeking to determine whether these impacts vary significantly between the two markets.
Design/methodology/approach
Using a robust methodological framework, the research integrates factor analysis, structural equation modelling and t-tests to analyze the data collected from 248 Indian and 230 Vietnamese participants through self-administered questionnaires.
Findings
The analysis identifies three key dimensions of e-WOM – quality, volume and integrity and reveals that e-WOM exerts a significant and positive influence on tourist purchase intentions in both countries. Notably, the study uncovers distinct cross-cultural variations in this impact.
Originality/value
This investigation contributes to the existing literature by spotlighting the differential effects of e-WOM in the Indian and Vietnamese tourism sectors, thereby providing valuable insights for industry stakeholders aiming to capitalize on e-WOM in varied cultural contexts.
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Reem Mohamed Elalfy, Ahmed Mostafa Abdelwaged Elayat and Mohamed H. Elsharnouby
This study examined the role of brand experience (BE) dimensions (behavioural, intellectual, sensory and affective) to predict electronic word of mouth (e-WoM) through the…
Abstract
Purpose
This study examined the role of brand experience (BE) dimensions (behavioural, intellectual, sensory and affective) to predict electronic word of mouth (e-WoM) through the mediating effect of brand love (BL) in the Egyptian organic cosmetics context.
Design/methodology/approach
In accordance with the non-probability convenience sampling procedure and through an online survey, the study collected 312 responses from female consumers who have used Egyptian organic cosmetics brands regularly within the past two years.
Findings
The findings revealed that BE has a significant direct positive effect on BL. BE has also had a significant direct positive effect on e-WoM. In addition, BL has a significant direct positive effect on e-WoM. Finally, BL is a significant mediator between BE and e-WoM.
Practical implications
This study offered several managerial recommendations. By considering BE as a tool, organic cosmetics' brand owners and managers can effectively develop and implement various experiential marketing strategies to create a love for that brand and develop long-term relationships with consumers, which in turn will lead to positive e-WOM.
Originality/value
This is a new study that uses Fournier’s relationship theory to investigate BE on BL to predict e-WOM in the context of Egyptian organic cosmetics brands. New insights are provided for the mediating effect of BL between BE and e-WoM in the context of Egyptian organic cosmetics brands.
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Yi Bu, Park Thaichon and Joy Parkinson
This chapter is a descriptive study of digital marketing to stimulate electronic word-of-mouth (e-WOM) through the social impact of content creation. This chapter firstly…
Abstract
This chapter is a descriptive study of digital marketing to stimulate electronic word-of-mouth (e-WOM) through the social impact of content creation. This chapter firstly introduces the background, concept, and development of e-WOM. Secondly, discuss the relationship between digital marketing and e-WOM. Finally, make recommendations for the business. In the discussion of the relationship between digital marketing and e-WOM, this chapter expounds the social impact of content-generating, one of the essential means in digital marketing. It discusses the relationship between social impact and e-WOM. This chapter can provide references and the basis for exploring the relationship between digital marketing and e-WOM.
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George Christodoulides, Nina Michaelidou and Evmorfia Argyriou
This paper aims to present a cross‐national study that investigates changes in purchase intentions of UK versus Chinese consumers following exposure to successive e‐WOM comments…
Abstract
Purpose
This paper aims to present a cross‐national study that investigates changes in purchase intentions of UK versus Chinese consumers following exposure to successive e‐WOM comments in the form of positive and negative user reviews for experience versus search products.
Design/methodology/approach
A 2(e‐WOM valence and order: negative versus positive most recent)×2(product type: experience versus search)×3(purchase intentions at t1, t2, t3) repeated‐measures factorial design is used to test a set of hypotheses developed from the literature.
Findings
Chinese consumers are susceptible to recent e‐WOM comments regardless of their valence, while UK consumers anchor on negative information regardless of the order in which it is acquired. This holds particularly for experience products.
Originality/value
This cross‐national study contributes to the scarce literature on the impact of e‐WOM on consumer purchase decisions by comparing UK and Chinese consumers. The authors suggest that culture moderates the development of product evaluations following exposure to e‐WOM.
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Xiaoyu Yu, Sanjit Kumar Roy, Ali Quazi, Bang Nguyen and Yuqing Han
For entrepreneurs operating in an Internet-of-Things (IoT) environment, it is essential to monitor more systematically, both the interaction with the consumers and the sharing of…
Abstract
Purpose
For entrepreneurs operating in an Internet-of-Things (IoT) environment, it is essential to monitor more systematically, both the interaction with the consumers and the sharing of information among the consumers. The purpose of this paper is to identify the antecedents of word-of-mouth (WOM) in the online SME’s context in terms of consumers “citing the site” to peers in personal communications. A research model integrates the determinants of retail website-specific positive WOM communication, and proposes that WOM about a particular website is influenced by: site-level variables, that is, website quality and interactivity; and consumer-level variables, these being the site user’s satisfaction with and commitment to the website. The research advances the study of IoT entrepreneurship.
Design/methodology/approach
Data were collected from graduate and undergraduate students with business and entrepreneurship majors from a reputed school in the Northeast region of the USA, using an online survey. The hypotheses were then tested with SEM using AMOS 18.0.
Findings
Findings suggest that in an IoT context, WOM is influenced by a variety of factors of which the e-satisfaction and attitude toward website constructs play important roles. The study highlights the importance of the e-satisfaction construct and its metrics. E-satisfaction is not only a critical outcome metric, but also a primary predictor of customer e-loyalty, measured in terms of the customer’s positive attitude, stickiness and propensity to spread positive WOM.
Originality/value
The paper contributes to the entrepreneurship and IoT literature with a comprehensive framework of information sharing, interactivity and WOM, showing that specific antecedents drive consumers to cite and advocate for a website to fellow customers. The framework helps retail SME entrepreneurs in the IoT context to design appropriate strategies to influence website visitors’ endorsement of the site to fellow customers.
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The purpose of this paper is to investigate the relation between average ratings (viewership) and the volume and valence of electronic word of mouth (e-WOM) for early episodes of…
Abstract
Purpose
The purpose of this paper is to investigate the relation between average ratings (viewership) and the volume and valence of electronic word of mouth (e-WOM) for early episodes of TV shows.
Design/methodology/approach
Linear regression was performed in which the dependent variable is average TV ratings and main independent variables are volume and valence of e-WOM. The study used a Breusch–Pagan test to detect heteroscedasticity. Accordingly, the model is analyzed using heteroscedasticity-consistent standard error estimators.
Findings
The results show that the volume of the early e-WOM does not significantly contribute to explaining average ratings, but the valence does.
Originality/value
Because the advertising revenue of television broadcasters is determined according to expected TV ratings, the average ratings should be predicted as early as possible. This study shows that analyzing early e-WOM helps predict average ratings.
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Gina A. Tran, David Strutton and David G. Taylor
Consumers are increasingly connected to each other through electronic devices. Consequently, the potential for online retailer (hereafter, e‐tailer) initiated communications…
Abstract
Purpose
Consumers are increasingly connected to each other through electronic devices. Consequently, the potential for online retailer (hereafter, e‐tailer) initiated communications delivered through electronic media to inspire viral‐like e‐WOM processes among consumers is also expanding. Microblog postings and e‐mails may impact consumers' perceptions of retail web sites (e‐servicescape). These perceptions may trigger other outcomes (i.e. greater trust, patronage, or e‐WOM) that redound to e‐tailers' interests. The first purpose of this paper is to expand online e‐tailers' (e‐tailers') understanding of how and whether microblog postings affect consumers' e‐servicescape perceptions. The second purpose is to investigate how and whether e‐servicescape perceptions influence consumers' trust in e‐tailers' web sites, patronage of e‐tailers, and propensity to engage in e‐WOM about e‐tailers' messages.
Design/methodology/approach
By integrating the e‐servicescape construct with the Network Coproduction Model of WOM theory, a model is developed. This model examines how e‐communication efforts affect consumers' perceptions of e‐servicescape, trust, e‐tail patronage and e‐WOM. Each relationship is investigated through a consumer survey.
Findings
Findings suggest: microblog postings may have a negative impact on consumers' e‐servicescape perceptions; retail web site's usability, financial security, customization, and entertainment value positively affect consumers' trust; and consumers' trust positively impacts retail patronage and e‐WOM intentions.
Practical implications
Prescriptive insights for managing microblogging in ways that more favorably influence consumers' perceptions of e‐tailers' e‐servicescapes – and subsequently consumer trust in, patronage of, and e‐WOM about the retailer and its web site – are developed.
Originality/value
The paper is the first to integrate word‐of‐mouth theory with e‐servicescape to test a model examining how microblog postings affect e‐servicescape perceptions, consumer trust, consumer retail patronage, and e‐WOM intentions.
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Aditi Sarkar Sengupta, Marla Royne Stafford and Alexa K. Fox
The authors' research examines how negative electronic word-of-mouth (e-WOM) alters focal customers' post-recovery justice perceptions and attitudes to determine their future…
Abstract
Purpose
The authors' research examines how negative electronic word-of-mouth (e-WOM) alters focal customers' post-recovery justice perceptions and attitudes to determine their future behavior with the service provider. Specifically, this paper develops and tests a conceptual model to investigate how negative e-WOM alters focal customers' perceptual and attitudinal outcomes after the service recovery experience. It also examines the post-recovery effect of negative e-WOM on focal customers’ willingness to patronize the service after their recovery experience.
Design/methodology/approach
To test the hypotheses, two pretests and two experimental studies with created scenarios in the retail context were conducted.
Findings
The authors' findings reveal that services are judged during and well beyond failure and recovery occurrences. To maintain a loyal customer base, service managers should develop processes that address service complaints both within and beyond the service consumption stage. The authors also find that despite a favorable recovery, focal customers gravitate toward the failure experience and develop unfavorable attitudes toward the service provider, leading to likely defections.
Originality/value
The authors' research demonstrates the persuasive power of negative e-WOM at the post-service recovery stage, making a unique contribution to the service recovery literature. This research also contributes to the persuasive effect of negative e-WOM, demonstrating message context as a boundary condition of negative e-WOM effects. In general, the authors' work highlights the importance of understanding the psychological processes involved in eliciting the persuasive influence of negative e-WOM in the post-service recovery stage that may lead to the defection of “so-called” successfully recovered customers.
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Jude Madi, Mohammad Al Khasawneh and Ala' Omar Dandis
The primary aim of this study is to identify and analyze the key factors that impact the intentions of Jordanian tourists to visit and revisit destinations using the Jannah Jo…
Abstract
Purpose
The primary aim of this study is to identify and analyze the key factors that impact the intentions of Jordanian tourists to visit and revisit destinations using the Jannah Jo app.
Design/methodology/approach
A self-administered questionnaires via Google Forms was employed comprising a sample of 401 Jordanian tourists who have the Jannah Jo app. Partial least squares-structural equation modeling approach was applied for hypotheses testing.
Findings
The present investigation has revealed that the constructs of perceived ease of use (PEU), perceived usefulness (PU) and perceived value (PV) exerted a significant and positive impact on electronic word of mouth (e-WOM). Additionally, e-WOM was observed to wield a positive and significant influence on the attitudes of consumers' decision-making, thereby ultimately affecting the intentions of Jordanian tourists with regard to their decisions to visit and revisit destinations. Nevertheless, it is noteworthy that the results indicated that neither augmented reality nor content quality exhibited any statistically significant positive relationship with e-WOM.
Practical implications
Tourism agencies striving to encourage the adoption of smart applications must grasp the relevance of e-WOM within the contemporary digital milieu. Additionally, they should acknowledge the significance of tourists' intentions concerning both revisiting and initial visits. This research contends that such agencies ought to take into account the substantial influence exerted by PEU, PU and PV in shaping the favorable e-WOM discourse.
Originality/value
By integrating the technology acceptance model in conjunction with other relevant variables, this research strives to develop a comprehensive model that advances the comprehension of the intricate determinants affecting tourists' engagements with mobile applications. Furthermore, it is noteworthy that this study represents the initial investigation conducted in the Middle East, specifically in Jordan, on this subject matter.
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Jing Li, Xin Xu and Eric W.T. Ngai
This study clarifies the integration-related effects of photos and text on consumer information processing and decision-making outcomes.
Abstract
Purpose
This study clarifies the integration-related effects of photos and text on consumer information processing and decision-making outcomes.
Design/methodology/approach
The authors conducted an experiment by recruiting 162 workers from Amazon Mechanical Turk. These participants were randomly assigned based on a full factorial, between-subject design with four possible conditions (2 [separate vs alternate layout] × 2 [photo-first vs text-first sequence]). The authors conducted a two-way analysis of variance to test the main effects and the interaction effects of layout and sequence on perceived diagnosticity, pleasantness feelings and attitudes toward products or services reviewed through electronic word-of-mouth (e-WOM); the authors also applied Process Models 4 and 8 to explore the mechanism of these effects.
Findings
The experimental results reveal that text-first sequence is generally more effective than photo-first sequence in enhancing perceived diagnosticity and attitudes toward products or services. However, when a photo is displayed first, a separate layout is more effective than an alternate layout in enhancing perceived diagnosticity and attitudes. By contrast, regardless of the sequence, an alternate layout is more effective than a separate layout in inducing pleasantness feeling.
Research limitations/implications
Future studies should further explore photo-based e-WOM, including other photo characteristics (e.g. visual quality, quantity and content).
Practical implications
This study provides guidelines for businesses to use photos on social media to achieve strategic goals.
Originality/value
This study addresses an identified need; that is, how the presentation of photo cues (e.g. layout and sequence) influences consumer decisions.
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