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21 – 30 of 37
Article
Publication date: 4 March 2022

Gobinda Roy, Biplab Datta, Srabanti Mukherjee and Avinash K. Shrivastava

The purpose of this study is to conduct a systematic study of important research trends and published electronic word of mouth (eWOM) studies over the past 20 years in the…

1159

Abstract

Purpose

The purpose of this study is to conduct a systematic study of important research trends and published electronic word of mouth (eWOM) studies over the past 20 years in the emerging economy. This research is designed to identify the key areas of eWOM based on the Antecedents-Consequence-Intervention (ACI) framework. This paper is also aimed to analyze the current research status of each WOM area and critically review each area for developing future research directions.

Design/methodology/approach

616 articles were selected from 112 journals for in-depth review analysis. For the systematic review of articles, an ACI framework was adopted. This paper used systematic review analysis methodology to critically analyze important research studies in each area of the ACI framework with a set of research questions.

Findings

Results identify six significant areas of eWOM, i.e. WOM antecedents, outcomes, senders, receivers, eWOM platform and eWOM management representing the whole environment. The result highlights increasing research interest on mixed eWOM and rich eWOM content and market-level source credibility factors. Research also identifies research gaps based on the ACI framework.

Originality/value

Analyzing the recent trends in the eWOM environment with the SLR approach and linking these trends to the ACI framework with a future research agenda in the emerging market indicated a pioneering attempt in eWOM research.

Details

International Journal of Emerging Markets, vol. 18 no. 11
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 10 April 2018

Anubhav Mishra, Satish S. Maheswarappa, Moutusy Maity and Sridhar Samu

The purpose of this paper is to examine the influence of parents (via family communication patterns) on teenagers’ electronic word-of-mouth (eWOM) intentions, via a serial…

2932

Abstract

Purpose

The purpose of this paper is to examine the influence of parents (via family communication patterns) on teenagers’ electronic word-of-mouth (eWOM) intentions, via a serial mediation by internet usage and self-esteem, along with the moderating effect of online impression.

Design/methodology/approach

A conceptual model was developed based on the nature vs nurture perspective and theory of consumer socialization. Structural equation modeling was applied to investigate the interplay among proposed variables, using a sample of 797 teenage respondents in India.

Findings

The findings indicate that family communication, internet usage, and self-esteem are significant antecedents to eWOM intents of teenagers. Also, online impression is a strong moderator which influences whether teenagers would engage in eWOM activities or not.

Research limitations/implications

This study presents actionable items for marketers interested in teenage consumers in an emerging economy. Marketers can benefit by tailoring their online communication to influence parent’s attitude toward the internet and to enhance online impression of teenagers to substantially increase eWOM dispersion.

Originality/value

This study provides original insights about how parents and individual characteristics act as antecedents and impact teenagers’ eWOM intentions including the moderating effect of online impression.

Details

Marketing Intelligence & Planning, vol. 36 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 5 May 2020

Fei Hao

This paper aims to deliver a systematic review of customer engagement in hospitality and tourism by synthesising existing literature, thus presenting a state-of-art landscape of…

3013

Abstract

Purpose

This paper aims to deliver a systematic review of customer engagement in hospitality and tourism by synthesising existing literature, thus presenting a state-of-art landscape of customer engagement research.

Design/methodology/approach

A total of 173 peer-reviewed articles were collected from seven databases, spanning from 2007 to 2020. A systematic review was conducted by analysing, categorizing and synthesising existing studies to examine the evolution, conceptual nature, typology and measurement of the existing literature on customer engagement in hospitality and tourism.

Findings

This study provides an overview of the temporal, spatial, sectoral and journal-wise distribution of customer engagement in hospitality and tourism. A comprehensive definition of customer engagement is proposed based on five fundamental propositions. Scrutiny of customer engagement studies in hospitality and tourism presents four sub-forms, including online customer engagement, tourist engagement, customer brand engagement and customer engagement behaviour. Additionally, the research methods, dimensionality and measurement scales of customer engagement are systematically reviewed.

Originality/value

This study is the first systematic review of customer engagement research in the field of hospitality and tourism. The original definition leads to an improved understanding of customer engagement. This study is also the first to propose a clear typology of customer engagement to enhance consistency in usage.

Details

International Journal of Contemporary Hospitality Management, vol. 32 no. 5
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 29 June 2021

Praveen Ranjan Srivastava, Dheeraj Sharma and Inderjeet Kaur

Businesses need to make quick decisions and adjustments to fulfill the growing online demand. Previous studies examined various factors affecting the online sales performance of…

Abstract

Purpose

Businesses need to make quick decisions and adjustments to fulfill the growing online demand. Previous studies examined various factors affecting the online sales performance of products such as books, electronics and movies; however, they paid limited attention toward the local brand clothing products. The current study investigates the importance of different kinds of seller-generated and consumer-generated signals such as price, discount, product ratings, review volume, review sentiment, number of questions and interaction between some of these factors for predicting the sales performance of clothing products.

Design/methodology/approach

The multiple linear regressions has been employed to investigate the influence of various predictor variables on sales performance. The study also examines the importance of these predictor variables by using different machine learning models, including random forest (RF), neural networks and support vector regression (SVR).

Findings

The findings of the study emphasize the importance of price and discount rates offered on the product. The quantitative characteristics of reviews, such as review volume and average rating, have been found to be more important predictors than sentiment strengths. However, the sentiment strength of reviews with higher helpfulness scores plays a significant role in predicting sales performance.

Originality/value

The study highlights the varying importance of seller-based and consumer-based signals in predicting sales performance. It also investigates the interaction effect of these two kinds of signals. The consumer-generated signals have been further divided into two components based on social influence theory, and the interaction effects of these components have also been examined.

Details

Journal of Enterprise Information Management, vol. 35 no. 6
Type: Research Article
ISSN: 1741-0398

Keywords

Open Access
Article
Publication date: 22 February 2022

Rosha Makvandi and Milad Farzin

The present study aimed to identify the characteristics of effective messages in electronic word of mouth (eWOM) communication on social networks to be considered in the planning…

2404

Abstract

Purpose

The present study aimed to identify the characteristics of effective messages in electronic word of mouth (eWOM) communication on social networks to be considered in the planning of eWOM strategies. For this purpose, the present study tries to identify these factors through a qualitative approach.

Design/methodology/approach

A qualitative approach based on the thematic analysis was used with semi-structured interviews and opinions of 25 experts in the field of e-marketing and e-retailing. The collected data were analyzed and coded in the MaxQDA software.

Findings

The results of the study showed the extracted seven main themes of message sender specifications, aesthetic appearance, choosing the right content, sending strategy, message usefulness, correct targeting, type of information and also 47 subthemes. These seven criteria provide a way to design the right strategies.

Research limitations/implications

Limited studies in this area were a challenge and also integrating the opinions of the interviewees due to contradictory and different views, as well as unfamiliarity with some new approaches to digital marketing, were among the limitations of the present study that managed and controlled their effects. Practical and theoretical implications for developing and planning effective eWOMs in social networks presented.

Originality/value

Understanding the way of creating appropriate features of effective and suitable messages in the planning of eWOM strategies is crucial to digital marketers. This study recommends considering the extracted features in designing effective messages.

Details

Management Matters, vol. 19 no. 1
Type: Research Article
ISSN: 2752-8359

Keywords

Article
Publication date: 21 February 2020

Shahab Pourfakhimi, Tara Duncan and Willem J.L. Coetzee

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…

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Abstract

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.

游客感知对清真旅游目的地的影响:结构模型分析

目的

尽管有大量研究, 但有关网络口碑eWOM对旅游业和酒店业消费者行为的影响的学术研究仍是零散的, 并且在很大程度上只限于调查其影响的一小部分。本文的目的是通过综合现有文献来弥合这种差距, 为这种影响的各个方面提供概念框架。

设计/方法/方法

本文基于元合成法和对相关学术文献的关键性, 概念性分析。这些文献是通过Web of Science和Scopus数据库对文章进行关键字搜索而确定的。随后是滚雪球式搜索过程, 该过程包括跟踪对已识别文章中引用的资源的引用。

结果

这项概念分析阐述了eWOM对游客行为的影响范围如何远远超出了旅游和酒店业研究人员传统上关注的有限范围。这一范围是基于有理论依据的的概念框架提出的, 并涵盖多个认知, 规范和情感的维度。此范围为识别这一重要且缺乏研究的现象提供了系统的工具。

创意/价值

本文综合了有关eWOM的大量零散文献, 并提出了一个新颖的概念框架, 阐明了eWOM影响消费者选择旅游和酒店产品的各种认知, 情感和规范机制的范围。此外, 本文提供了该领域最新的研究综述, 突出了现有的差距, 并为研究人员提供了系统的识别打破现状的途径, 以超越当前学术界在这个领域的研究局限。

关键词

关键字 电子口碑, eWOM, WOM, 酒店, 旅游, 口碑

文章类型

研究论文

El Boca a Boca Electrónico en el Comportamiento del Consumidor Turístico y Hotelero: Estado del Arte

Objetivo

A pesar del gran volumen de investigación académica sobre el impacto de eWOM en el comportamiento del consumidor turístico y hotelero, esta se encuentra fragmentada y en gran medida se limita a investigar un pequeño alcance de su impacto. El propósito de este artículo, es cerrar esta brecha sintetizando la literatura existente y proporcionando un marco conceptual para las diversas dimensiones de este impacto.

Diseño/metodología/enfoque

Este documento se basa en un análisis metasíntesis crítico y conceptual de la literatura relevante académica identificada, mediante una búsqueda de artículos por palabras claves a través de las bases de datos de Web of Science y Scopus, seguido de un proceso de “bola de nieve” que comprende el seguimiento de las citas de los recursos mencionados en los artículos identificados.

Resultados

Este análisis conceptual, ilustra cómo el espectro total del impacto de eWOM en el comportamiento turístico se extiende mucho más allá del limitado alcance que tradicionalmente han realizado investigadores del turismo y hoteles. Este nuevo alcance, que abarca múltiples dimensiones cognitivas, normativas y afectivas, se ilustra en un marco conceptual basado en la evidencia propuesta en este documento, que proporciona una herramienta sistemática para identificar los aspectos menos estudiados de este importante fenómeno.

Originalidad/valor

Este documento sintetiza la gran cantidad de literatura fragmentada sobre eWOM y propone un marco conceptual novedoso, que ilustra el amplio alcance de los diversos mecanismos cognitivos, afectivos y normativos a través de los cuales eWOM afecta la elección de los consumidores de productos turísticos y hoteleros. Además, este documento proporciona una síntesis del estado de la investigación en este campo, destaca las brechas existentes y brinda a los investigadores una herramienta sistemática para identificar vías para romper el statu quo en el progreso más allá de los límites académicos actuales en este campo.

Palabras clave

Boca a boca electrónica, eWOM, WOM, Industria hoteleram, Turismo, Boca a boca

Tipo de papel

– Trabajo de investigación

Details

Tourism Review, vol. 75 no. 4
Type: Research Article
ISSN: 1660-5373

Keywords

Article
Publication date: 6 November 2017

Mohammad Reza Jalilvand and Ali Heidari

The purpose of this paper is to address the following question: which type of word-of-mouth (WOM) communication, face-to-face vs electronic, has the stronger influence on…

2913

Abstract

Purpose

The purpose of this paper is to address the following question: which type of word-of-mouth (WOM) communication, face-to-face vs electronic, has the stronger influence on destination image and attitude?

Design/methodology/approach

A multidimensional model is developed with eight constructs. After the validation of measurement scales, hypotheses are contrasted through structural modeling to test the model fit and estimate the model coefficients. The model was tested empirically using a sample of 678 tourists who had experience within the online tourist community, tripadvisor.com. Tourists were required to complete a survey regarding their information search from the virtual sharing platform and face-to-face communications.

Findings

The results of this study suggest that electronic WOM (eWOM) has a more powerful effect on destination image, attitude, and travel intention rather than face-to-face WOM.

Originality/value

This paper is one of the first to develop and empirically test a comparative model for information search behavior, namely, face-to-face WOM vs eWOM, and destination image/attitude in the context of tourism industry.

Details

Information Technology & People, vol. 30 no. 4
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 11 August 2020

Giridhar B. Kamath, Shirshendu Ganguli and Simon George

This paper tests and validates a conceptual model linking the attachment points, team identification, attitude towards the team sponsors and the behavioural intentions in the…

Abstract

Purpose

This paper tests and validates a conceptual model linking the attachment points, team identification, attitude towards the team sponsors and the behavioural intentions in the context of Indian Premier League (IPL), while testing for the moderating effects of age and gender.

Design/methodology/approach

Data were collected from 1,053 participants through both online and offline survey and then analyzed using exploratory factor analysis (EFA) and structural equation modelling (SEM).

Findings

Attachment points influence the formation of team identification, which, in turn, affect the attitude towards the team sponsors. Attitude towards the team sponsors influence the behavioural intentions. Player attachment influences team identification the most. Age and gender have a moderating effect on the constructs of the study. Team identification in females is stronger because of attachment to sports, whereas males have stronger team identification based on player attachment. Males have a stronger intention to spread positive word of mouth (WOM) about sponsor products as compared to the female respondents. The younger age group of less than 21 years has more intention to spread positive WOM compared to the other age groups considered in the study.

Practical implications

This study contributes towards sports sponsorship research and the paradigms of social identity and attachment theories. Moreover, it will also help the marketers (sponsors) in IPL to strategically market their brands.

Originality/value

This is the first study to investigate the impact of attachment points on sponsorship outcomes in the context of IPL. Further, it is also the first to investigate the purchase intentions and WOM for the team sponsors in IPL. The multi-group analysis results will provide insights into marketers to better understand IPL viewers' segments and their behaviour.

Details

International Journal of Sports Marketing and Sponsorship, vol. 22 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 15 August 2018

Jyh-Shen Chiou, Cheng-Chieh Hsiao and Tien-Yi Chiu

To understand the effectiveness of electronic word of mouth, the purpose of this paper is to examine how high- vs low-knowledge consumers judge and attribute the credibility of…

1699

Abstract

Purpose

To understand the effectiveness of electronic word of mouth, the purpose of this paper is to examine how high- vs low-knowledge consumers judge and attribute the credibility of positive and negative online reviews by drawing upon accessibility–diagnosticity theory and attribution theory.

Design/methodology/approach

This study conducts an observation-based study in an online forum and a 2 (review valence) × 2 (consumer knowledge) between-participants factorial experiment to examine the proposed hypotheses.

Findings

High-knowledge consumers elicit less perceived credibility and make more non-product-relevant attribution than low-knowledge consumers in negative online reviews. Consumer attribution is also found to mediate the effects of the review valence by consumer knowledge interaction on review credibility.

Originality/value

This study adds to extant research by examining how consumer knowledge plays a key role in determining consumer perception of online review credibility. This study also advances the understanding of different casual inferences about online reviews between high- and low-knowledge consumers.

Details

Online Information Review, vol. 42 no. 5
Type: Research Article
ISSN: 1468-4527

Keywords

Article
Publication date: 21 October 2021

Tangchung Kan, Po-Yi Hsu and Edward C.S. Ku

This study aims to analyze the challenges facing tourism marketing, specifically traditional local cuisines. These challenges include communication with tourists, tourists'…

Abstract

Purpose

This study aims to analyze the challenges facing tourism marketing, specifically traditional local cuisines. These challenges include communication with tourists, tourists' revisit behaviors mediated by place identity and perceived interactivity with service providers.

Design/methodology/approach

Data were collected via random sampling in Taiwan. The model and hypothesis were tested using a structural equation modeling approach. One thousand participants were invited to respond to a questionnaire. After removing those that declined to participate or returned incomplete questionnaires, 411 valid questionnaire responses were received.

Findings

The findings of this study provide exciting insights into how traditional local cuisine strategies affect tourists' behavior. Governments can foster a destination image with a nostalgic aesthetic to attract more tourists. Moreover, destination marketers should provide mechanisms for instant interactions for tourists, such as mobile travel apps.

Research limitations/implications

This research sample focuses on promoting emotional connections between tourists and the experience of traditional local cuisines at the destination. An understanding of nostalgic cuisine could provide a better understanding of why tourists are willing to engage in unique travel experiences.

Practical implications

Traditional local cuisine providers should consider aesthetics, including their decoration, style, and markers. Further, it is important that service staff make tourists feel comfortable and satisfied with the traditional local cuisine experience.

Originality/value

This study contributes to the destination marketing of traditional local cuisines from the perspective of nostalgia. The findings of this study provide interesting insights into how traditional local cuisine strategies affect tourists' behaviors.

Details

British Food Journal, vol. 124 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

21 – 30 of 37