Search results

21 – 30 of over 2000
Article
Publication date: 15 March 2018

Sambashiva Rao Kunja and Acharyulu GVRK

The purpose of the study was to investigate the effect of electronic word of mouth (eWOM) on the value co-creation (VCC) and purchase intentions of consumers in Facebook fan pages…

4934

Abstract

Purpose

The purpose of the study was to investigate the effect of electronic word of mouth (eWOM) on the value co-creation (VCC) and purchase intentions of consumers in Facebook fan pages of smartphone brands in India.

Design/methodology/approach

The data were collected using a structured questionnaire from a sample of 762 members from India present in the selected fan pages of smartphone brands in Facebook, and the data were analyzed through structural equation modeling.

Findings

This empirical study revealed a positive relationship among the three variables and provided new insights after analyzing the collected data. There was clear evidence of VCC being partially mediated by eWOM and purchase intention.

Research limitations/implications

The perspective of the study was to validate the proposed conceptual model by considering members’ perception of the product, as put forth on Facebook fan pages. The methods used in this study could be adapted to conduct further studies on other social networking sites like Instagram and Twitter.

Originality/value

The study contributes to the existing literature of eWOM, VCC and consumer behavior in social networking sites, and our findings will help marketers to develop a new method of disseminating product information to and within India through social networking sites.

Details

Management Research Review, vol. 43 no. 3
Type: Research Article
ISSN: 2040-8269

Keywords

Article
Publication date: 3 October 2016

Yaniv Gvili and Shalom Levy

Despite the extensive academic interest in electronic word of mouth (eWOM) communication, consumer attitudes toward eWOM communication have been neglected. The purpose of this…

4355

Abstract

Purpose

Despite the extensive academic interest in electronic word of mouth (eWOM) communication, consumer attitudes toward eWOM communication have been neglected. The purpose of this paper is to propose a conceptual framework for attitudes toward eWOM communication across digital channels.

Design/methodology/approach

Data were collected through a web-based survey on seven major digital communication channels. ANOVA was applied in order to analyze their differences. In addition, structural equation modeling was used to test the eWOM attitude model, using a sample of 864 participants who have had prior experience with the channels under study.

Findings

Findings indicate that both attitude toward eWOM and its antecedents significantly differ across channels. Additionally, a path analysis model reveals that the original integrated model applies to eWOM communications. Yet, in the case of eWOM, irritating messages may be positively related to attitude toward the channel, and credibility serves as a mediator of message value.

Research limitations/implications

This paper supports the notion that attitude toward eWOM communication significantly differs across media channels. Future research should examine additional implications of attitude toward eWOM, and explore new and evolving channels.

Practical implications

Practitioners should adjust their eWOM media strategy to their objectives; blogs and social networks are more effective for brand attitude formation, whereas web forums enhance message credibility.

Originality/value

To the best of the authors’ knowledge, this is the first research study that tests attitudinal differences toward eWOM across digital channels. As such, it contributes to the understanding of people’s perception of these platforms.

Details

Internet Research, vol. 26 no. 5
Type: Research Article
ISSN: 1066-2243

Keywords

Open Access
Article
Publication date: 4 August 2021

Khaoula Akdim

This study, first, reviews the existing literature on electronic word-of-mouth (eWOM) and, using communication theory, examines its impact on its readers’ decision-making…

6541

Abstract

Purpose

This study, first, reviews the existing literature on electronic word-of-mouth (eWOM) and, using communication theory, examines its impact on its readers’ decision-making processes. Second, this paper aims to propose some elements of eWOM communications that might be further researched.

Design/methodology/approach

A literature review of relevant academic articles produced 97 works related to social communication theory, eWOM and new artificial intelligence trends in hospitality. Thereafter, potential avenues for future research were explored.

Findings

The study results showed: valence, relevance, understandability and visual cues are the most important antecedents of message usefulness and the reader’s behavioral intentions; source credibility is the sender characteristic that most affects the reader’s behavioral intentions and consumer susceptibility to interpersonal influence is the receiver characteristic that most influences their attitudes and behavioral intentions. In addition, the study highlights four relevant aspects for future research. First, more research into online fake reviews is needed to better understand sender motivations. Second, companies should actively manage negative reviews. Then, the careful choice of platforms on which companies promote their products/services. Finally, the role of artificial intelligence in increasing the effectiveness of eWOM in the hospitality industry.

Originality/value

This paper integrates – grounded on communication theory – results from previous studies about the central elements of communication (message, sender and receiver) and discusses the main trends in hospitality-related eWOM. In addition, the paper examines the potential of specific eWOM elements as future lines of research, in particular: fake reviews, strategies for dealing with negative reviews, the eWOM platform used and artificial intelligence applications.

Propósito

Este estudio, en primer lugar, revisa la literatura existente sobre el boca-oído electrónico (eWOM) y, utilizando la teoría de la comunicación, examina su impacto en los procesos de toma de decisiones de sus lectores. En segundo lugar, proponemos algunos elementos de las comunicaciones eWOM que podrían investigarse más adelante.

Metodología

Una revisión de la literatura de artículos académicos relevantes produjo 97 trabajos relacionados con la teoría de la comunicación social, eWOM y nuevas tendencias de inteligencia artificial en hotelería. A partir de entonces, se exploraron posibles vías de investigación futura.

Hallazgos

Los resultados del estudio señalaron: 1) la valencia, la relevancia, la comprensibilidad y las señales visuales son los antecedentes más importantes de la utilidad del mensaje y las intenciones de comportamiento del lector; 2) La credibilidad de la fuente es la característica del emisor que más afecta las intenciones de comportamiento del lector; 3) La susceptibilidad del consumidor a la influencia interpersonal es la característica del receptor que más influye en sus actitudes e intenciones de comportamiento. Además, el estudio destaca cuatro aspectos relevantes para futuras investigaciones. Primero, se necesita más investigación sobre las reseñas falsas en línea para comprender mejor las motivaciones del emisor. En segundo lugar, las empresas deben gestionar activamente las críticas negativas. Luego, la cuidadosa elección de las plataformas en las que las empresas promocionan sus productos/servicios. Por último, el papel de la inteligencia artificial en el aumento de la eficacia de eWOM en la industria hotelera.

Originalidad

Este artículo integra –con base en la teoría de la comunicación– resultados de estudios previos sobre los elementos centrales de la comunicación (mensaje, emisor y receptor) y analiza las principales tendencias en eWOM relacionadas con la hostelería. Además, el artículo examina el potencial de elementos específicos de eWOM como líneas futuras de investigación, en particular: revisiones falsas, estrategias para lidiar con críticas negativas, la plataforma eWOM utilizada y aplicaciones de inteligencia artificial.

Palabras clave: eWOM, Teoría de comunicación, Revisiones falsas, Revisiones negativas, Inteligencia artificialTipo de artículo: Revisión de la literatura

目的

本研究, 首先, 回顾了现有的关于电子口碑(eWOM)的文献, 并利用传播理论, 研究了它对读者决策过程的影响。其次, 我们提出了一些可能需要进一步研究的电子口碑传播的要素。

方法。

对相关学术文章的文献回顾产生了97篇与社会传播理论、eWOM和酒店业新的人工智能趋势有关的作品。此后, 对未来研究的潜在途径进行了探讨。

研究结果。

研究结果显示。1)价值、相关性、可理解性和视觉线索是信息有用性和读者行为意图的最重要的前因; 2)来源的可信度是最能影响读者行为意图的发送者特征; 3)消费者对人际影响的易感性是最能影响他们态度和行为意图的接受者特征。此外, 该研究还强调了未来研究的四个相关方面。首先, 需要对网上虚假评论进行更多的研究, 以更好地了解发送者的动机。其次, 公司应该积极管理负面评论。然后, 谨慎选择公司推广其产品/服务的平台。最后, 人工智能在提高酒店业eWOM的有效性方面的作用。

原创性。

本文以传播理论为基础, 整合了以往关于传播中心要素(信息、发送者和接受者)的研究结果, 并讨论了与酒店业相关的电子WOM的主要趋势。此外, 本文还研究了特定的eWOM要素作为未来研究方向的潜力, 特别是:虚假评论、处理负面评论的策略、使用的eWOM平台和人工智能应用。

关键词:eWOM, 传播理论, 虚假评论, 负面评论, 人工智能。

Details

Spanish Journal of Marketing - ESIC, vol. 25 no. 2
Type: Research Article
ISSN: 2444-9709

Keywords

Article
Publication date: 20 February 2024

Halil Erdem Akoglu and Oğuz Özbek

The aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.

Abstract

Purpose

The aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.

Design/methodology/approach

To test the model hypotheses, sports consumers who use social media and have purchased at least one online sports product were selected as the research group. Online survey method was used, and 836 participants were reached. The model was tested with structural equation modeling (SEM) through smart PLS software.

Findings

As a result, the quality, credibility and usefulness of the information consumers encounter on online platforms cause them to adopt information about products or services, and then exhibit online purchase behavior. While the attractiveness and trustworthiness of celebrities are seen as important factors affecting consumers' online purchase of sports products, the effect of celebrity expertise was found to be ineffective in this study.

Practical implications

Marketers can develop more effective eWOM strategies by considering consumers' expectations. Businesses that want to implement an effective marketing strategy may prefer celebrities in product promotions or advertisements of their brands.

Originality/value

This research revealed the effect of eWOM and celebrity endorsement on the online purchase behavior of sports consumers in terms of the sports industry. Unlike previous studies, this study examined these variables together on sports consumers and contributed to the development of models.

Details

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

Keywords

Article
Publication date: 22 December 2020

Deepak Verma and Prem Prakash Dewani

The purpose of this paper is to provide a comprehensive review on electronic word-of-mouth (eWOM) credibility. Further, the authors propose a comprehensive and integrated model on…

3527

Abstract

Purpose

The purpose of this paper is to provide a comprehensive review on electronic word-of-mouth (eWOM) credibility. Further, the authors propose a comprehensive and integrated model on eWOM credibility.

Design/methodology/approach

The authors conducted a systematic review of the extant literature on marketing, sociology and psychology to identify the factors that affect eWOM credibility. Further, the authors developed themes and identified factors which lead to eWOM credibility.

Findings

Four factors were identified, i.e. content, communicator, context and consumer, which affect eWOM credibility. Several variables associated with these four factors were identified, which result in eWOM credibility. Further, the authors developed 22 propositions to explain the causal relationship between these variables and eWOM credibility.

Research limitations/implications

The conceptual model needs empirical validation across various eWOM platforms, i.e. social networking websites, e-commerce websites, etc.

Practical implications

Managers and e-commerce vendors can use these inputs to develop specific design elements and assessment tools which can help consumers to identify credible eWOM messages. Credible eWOM messages, in turn, will increase the “trust” and “loyalty” of the customers on e-commerce vendors.

Originality/value

This paper provides a conclusive takeaway of eWOM credibility literature by integrating multiple perspectives and arguments from the extant literature. This study also presents an integrated model, which provides a theoretical framework for researchers to further examine the interaction effect of various variables, which results in eWOM credibility.

Peer review

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-06-2020-0263

Details

Online Information Review, vol. 45 no. 3
Type: Research Article
ISSN: 1468-4527

Keywords

Article
Publication date: 13 July 2023

Zebran Khan, Ariba Khan, Mohammed Kamalun Nabi, Zeba Khanam and Mohd Arwab

The purpose of this study is to investigate how electronic word of mouth (eWOM) affects purchase intention and brand equity, and to further examine the mediating role of brand…

Abstract

Purpose

The purpose of this study is to investigate how electronic word of mouth (eWOM) affects purchase intention and brand equity, and to further examine the mediating role of brand equity between eWOM and purchase intention among Indian consumers of branded apparel.

Design/methodology/approach

The data was collected from 303 consumers of branded apparel using an online questionnaire, and data were analyzed through structural equation modeling with the help of SPSS v24 and AMOS v23.

Findings

The findings of this study demonstrated that eWOM has a positive and significant influence on brand equity and purchase intention. Simultaneously, brand equity partially mediates between the eWOM and purchase intention of consumers of apparel brands.

Research limitations/implications

The study's data set is limited in its generalizability as it is based on specific responses from Indian consumers of branded apparel via an online survey. The results of this study would help marketing practitioners and apparel manufacturers to augment their sales and design their promotional strategy in accordance with consumers' traits.

Originality/value

To the best of the authors’ knowledge, this study is one of the first to propose an integrative model that studies relationships between eWOM, brand equity and purchase intention by incorporating the Elaboration Likelihood Model among Indian consumers of branded apparel. Furthermore, this novel piece of research explores the relationship between eWOM and purchase intention with brand equity as a mediator, particularly for branded apparel selected by Indian consumers.

Details

Research Journal of Textile and Apparel, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1560-6074

Keywords

Article
Publication date: 20 April 2023

Yung-Chuan Huang

The purpose of this study was to discuss the importance of customer-based brand equity (CBBE) and identify the critical attributes of how to develop CBBE during the most difficult…

Abstract

Purpose

The purpose of this study was to discuss the importance of customer-based brand equity (CBBE) and identify the critical attributes of how to develop CBBE during the most difficult time of the COVID-19 pandemic.

Design/methodology/approach

This study collected 386 restaurant managers' viewpoints to examine the mutual relationships among CBBE and other critical attributes of corporate social responsibility (CSR), electronic word of mouth (EWOM) and brand personality. Furthermore, structural equation modeling (SEM) was conducted to examine the proposed moderation and mediation hypotheses.

Findings

The results show that corporate social responsibility (CSR) mediates the relationship between brand personality and brand image. Furthermore, the mutual relationship among CBBE is discovered in that brand image may indirectly affect brand loyalty through perceived quality and brand awareness. Furthermore, with the reliance on social media, the moderating roles of electronic word of mouth (EWOM) are also revealed that strengthen the indirect effect of brand personality on brand awareness through CSR and brand image.

Originality/value

With the increasing attention to CBBE, which aims at tourism destination brand equity, hotel branding from the customer perspective, restaurant managers' viewpoints are not considered. Further, because of the impacts of the COVID-19 pandemic, customers are paying more attention to food safety and food delivery processes, which are important for CSR and connected to CBBE. However, until now, fewer studies have addressed these issues as such. The present study reflects the bidirectional effects of such a comprehensive viewpoint.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 10
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 8 April 2019

Anita Whiting, David L. Williams and Joe Hair

The purpose of this study is to investigate motives for engaging in electronic word of mouth (eWOM) about organizations on social media sites. This study explores motives for…

2132

Abstract

Purpose

The purpose of this study is to investigate motives for engaging in electronic word of mouth (eWOM) about organizations on social media sites. This study explores motives for posting positive eWOM and motives for posting negative eWOM. It also investigates whether existing WOM frameworks adequately capture consumers’ motives for spreading eWOM within the context of social media. This study seeks to confirm established motives in literature while also identifying new motives specific to social media.

Design/methodology/approach

A qualitative study was conducted using the critical incident technique. In all, 64 positive incidents and 60 negative incidents were analyzed.

Findings

This study provides a typology for understanding consumers’ motivations for engaging in positive and negative WOM within the context of social media. Four new motives for sharing eWOM are identified; eight established WOM motives are re-confirmed; and new subcategories for eWOM motives are proposed. The study also finds that further refinement of WOM motives and scales within a social media context is needed.

Research limitations/implications

An integrated conceptual framework of both positive and negative motives is developed to illustrate a more comprehensive model of motives of eWOM within social media. Managerial implications for managing negative eWOM and amplifying positive eWOM are discussed. A limitation is that the study is exploratory in nature.

Originality/value

This study identifies new motives for sharing eWOM, re-labels existing WOM and eWOM motives with more descriptive and comprehensive titles and confirms established WOM and eWOM motives within the context of social media. This study is conducted across multiple firms and industries, leading to more generalizable results.

Details

Qualitative Market Research: An International Journal, vol. 22 no. 2
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 8 October 2019

Hongfei Liu, Chanaka Jayawardhena, Victoria-Sophie Osburg and Mujahid Mohiuddin Babu

The influence of electronic word-of-mouth (eWOM) information, such as online reviews, on consumers’ decision making is well documented, but it is unclear if online reviews still…

2732

Abstract

Purpose

The influence of electronic word-of-mouth (eWOM) information, such as online reviews, on consumers’ decision making is well documented, but it is unclear if online reviews still matter in post-purchase evaluation and behaviours. The purpose of this paper is to examine the extent to which online reviews (aggregate rating (AR) and individual reviews (IR)) influence consumers’ evaluation and post-purchase behaviour by considering the valence congruence of online reviews and consumption experience (CE).

Design/methodology/approach

Following social comparison theory and relevant literature, the authors conduct an online experiment (pre-test: n=180; main study: n=347). The authors rely on a 2 (CE valence) ×2 (AR valence) ×2 (IR valence) between-subjects design.

Findings

Congruence/incongruence between the valences of CE, AR and IR affects consumers’ post-purchase evaluation at the emotional, brand and media levels and review-writing behaviour. In comparison to aggregated rating, IR are more important in the post-purchase stage. Similarly, consumers have a higher eWOM-writing intention when there is congruence between the valences of CE, AR and IR.

Practical implications

The authors demonstrate the importance of service providers continually monitoring their business profiles on review sites to ensure consistency of review information, as these influence consumers’ post-purchase evaluation and behaviours. For this reason, the authors illustrate the utility of why media owners of review sites should support the monitoring process to facilitate the engagement of both businesses and customers.

Originality/value

The authors break new ground by empirically testing the impact of online review information post-purchase seen through the theoretical lens of social comparison. The approach is novel in breaking down and testing the dimensions of post-purchase evaluation and behavioural intentions in understanding the social comparison elicited by online reviews in the post-purchase phase.

Details

Internet Research, vol. 30 no. 1
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 12 March 2019

Artha Sejati Ananda, Ángel Hernández-García, Emiliano Acquila-Natale and Lucio Lamberti

The purpose of this study is to investigate the perceived exposure of fashion consumers to different types of fashion brands’ social media marketing (SMM) actions in social media…

9249

Abstract

Purpose

The purpose of this study is to investigate the perceived exposure of fashion consumers to different types of fashion brands’ social media marketing (SMM) actions in social media, and its relationship with the intention to engage in electronic word-of-mouth (eWoM) behaviors.

Design/methodology/approach

The empirical study uses a survey conducted on a stratified random sample of 241 Indonesian members of fashion social media brand communities (SMBCs). The research design includes 19 types of SMM actions and 3 types of eWoM engagement behaviors, and investigates their relationship using point-biserial correlation.

Findings

Generation of intention to engage in “pass-on” and “endorsement” eWoM has different drivers and serves different purposes. The findings suggest that endorsement engagement is contingent on the consumer’s perceived exposure to marketing action stimuli, while pass-on engagement is driven by cognitive-inducing actions.

Research limitations/implications

This study extends current theory on SMM strategy and its relationship with eWoM engagement with a theoretically grounded conceptualization of eWoM engagement behaviors through the use of one-click social plug-ins.

Practical implications

The study offers guidelines for fashion brands to effectively design their SMM strategies by identifying specific drivers of consumers’ intention to engage in eWoM.

Originality/value

This study identifies sources of generation of eWoM engagement behavioral intention from a fine-grained analysis of marketing actions across various fashion SMBCs. Besides, it extends the applicability of the “mere exposure” effect to the SMM context. The research pioneers the study on fashion consumers’ eWoM engagement behaviors in Indonesia, a country with one of the largest social media populations.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 31 no. 2
Type: Research Article
ISSN: 1355-5855

Keywords

21 – 30 of over 2000