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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.

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.

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.

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.

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.

The purpose of this study was to empirically investigate the role of e-service quality factors in predicting e-satisfaction. The study context was spirituality and well-being over-the-top services. The e-service quality factors consisted of perceived functional completeness, perceived performance, perceived quality of interface and interaction, perceived quality of content and information and perceived quality of customer support. The study goal was to ascertain over-the-top services customers’ behavioral intention toward upgrading to premium subscription and the spread of electronic word of mouth.

This study was based upon the integrated stimulus-organism-response framework where e-service quality represented the stimulus, e-satisfaction the organism, behavioral intention and electronic word of mouth as the response. The study used a moderated-mediation approach with e-satisfaction as the mediator and the price value of a premium subscription as the moderator. To empirically test the model, the authors collected data from 312 spirituality and well-being over-the-top services users in India. Partial least squares-structured equation modeling was used to analyze the collected data.

The findings of the study supported the association between e-service quality factors and e-satisfaction while using spirituality and well-being over-the-top service. The results furthermore indicated that satisfied spirituality and well-being over-the-top customers were willing to upgrade to the premium subscription and spread favorable electronic word of mouth. The moderated-mediation study results revealed that the price value of premium subscriptions moderated the relationship between e-service quality and e-satisfaction but did not moderate the relationship between e-satisfaction and behavioral intention, and e-satisfaction and electronic word of mouth.

This study offered a comprehensive stimulus-organism-response theoretical model by using the five e-service quality measurement factors as “stimuli” for motivating the internal state of spirituality and well-being over-the-top subscribers. This was toward sustained usage in over-the-top services subsequent to the end of the freemium period. Furthermore, in this study, both e-service quality theory and user satisfaction theory were integrated into the stimulus-organism-response model. This helped to better comprehend the impact of e-service quality factors in driving e-satisfaction among spirituality and well-being over-the-top service users.

This study revealed the significance of differentiating premium over-the-top subscriptions based on price value. To ensure a high level of e-satisfaction from a premium subscription, a greater emphasis on the e-service quality dimensions was required. This study provided insights to managers regarding the role of favorable electronic word of mouth in fostering effective customer acquisition.

This was one of the first studies which concurrently integrated perceived value of the premium subscription and e-satisfaction with customers’ behavioral intention and electronic word of mouth through the theoretical lens of stimulus-organism-response.

Information technology as a source of information and decision-making has wider acceptance in contemporary times. Studies have identified the importance of electronic word of mouth (eWOM) and its impact on decision-making. The primary objective of this research is to investigate the relationship between eWOM (pre-travel), destination image (post-visit), tourist satisfaction and eWOM intentions post the COVID-19 crisis. This study is important as it is anticipated that in the post-pandemic world, tourists would seek well-being-enhancing experiences more often than any other form of tourism.

Data were collected through an online questionnaire circulated over a period of six months from November 2020 to April 2021. Non-probability purposive sampling technique was used.

The results depicted that wellness destination’s image has a significant influence on wellness tourists’ satisfaction level and their eWOM intentions. Furthermore, it also came to light that the satisfaction level of wellness tourist satisfaction was found to be significantly influencing their eWOM intentions. The mediating role of wellness tourists’ satisfaction was found to be significant from destination image (post-visit) to eWOM intentions. COVID-19 pandemic perceived health risk was also found to be significantly moderating the relationship between eWOM (pre-travel) and eWOM intentions.

Pre-travel online information about a wellness destination is an important determinant of travel decisions, especially during the COVID-19 crisis. This empirical study proves that effective use of this information can advance a destination’s marketing efforts and ensure future demand.

The purpose is to understand the fundamental mechanism of the consumer decision-making process and how perceived financial risk of search and experience goods influences electronic word-of-mouth adoption (e-WOMA) on social networking sites (SNSs), which will lead to purchase intention.

Drawing on information processing theory, the study conceptualizes a moderated mediation model to investigate the underlying influence of perceived financial risk and online social ties on e-WOMA and the subsequent effect on online purchase intention. Survey data from 275 individuals were analyzed through statistical tools using Statistical Package for the Social Sciences (SPSS).

The results revealed that e-WOMA mediates the effect of perceived financial risk of search and experience goods on online purchase intention. Strength of online social ties on SNSs positively moderates the electric word of mouth adoption for both the experience and search goods.

The limitation of this study was about the researcher's restrictions related to the length of the survey. Moreover, causal explanations can't be deduced as this is a cross-sectional study.

This research offers insight into the consumers that allow marketers to dive into the target market. Marketers should focus on social ties importance while selling products/services of markets online.

The study is novel in the context of an emerging economy to educate marketers on the product categorization of search goods and experience goods based on financial risk.

The purpose of this research paper was to determine which needs for incentives influence positive word-of-mouth (PWOM) among international tourists and how these needs differ based on the cultural orientation toward individualism and collectivism.

This research used online surveys to gather data from 959 Australian, US, UK, Japanese and Korean respondents who had visited Beijing. A random sampling method was used, and data were analyzed using SmartPLS 4.0. By adopting the existence relatedness growth theory, the findings explain how cultural orientation affects the impact of needs for incentives in generating PWOM.

Three hypothesized relationships were significant for Australia/UK/USA and Japan/Korea – the effect of needs for incentives on motivation, the effect of motivation on PWOM and the effects of needs for incentives on PWOM were significant and positive for Australia/UK/USA and Japan/Korea. The effect of needs for incentive type on motivation varied across national populations, and the intensity of the effects of needs for incentive type on PWOM was also different. For Australian, UK and the US tourists, the honorary title was the most influential need to stimulate word-of-mouth motivation. The need for cultural learning was the most influential for Japanese and Korean tourists.

This research contributes to the literature by exploring and comparing the needs for incentives that influence PWOM among tourists from the perspective of individualism and collectivism. The results also increase the understanding of the relationships among needs for incentives, motivation and PWOM.

本研究旨在确定哪些激励需求会影响国际旅游者的积极口碑（PWOM）, 以及这些激励方式的影响在个人主义和集体主义文化取向的群体中有何不同。

本研究通过在线调查收集了 959 名曾到访北京的澳大利亚、美国、英国、日本和韩国的国际游客数据。研究采用了随机抽样的方法, 使用 SmartPLS 4.0 对数据进行了分析。基于ERG理论, 本研究解释了文化如何影响激励类型对积极口碑的影响。

研究结果显示, 三个假设关系在澳大利亚/英国/美国和日本/韩国两个群组中均显著, 即激励需求对动机的影响、动机对积极口碑的影响、以及激励需求对积极口碑的影响在澳大利亚/英国/美国和日本/韩国群组中都是显著和正向的。激励需求类型对动机和积极口碑的影响在不同国家群体中存在差异。对于澳大利亚、英国和美国的国际游客, 满足名誉需求的激励对产生积极口碑动机的影响更大。对于日本和韩国的国际游客, 满足文化学习需求的激励对产生积极口碑动机的影响更大。

本研究从个人主义和集体主义的角度, 探讨比较了影响国际旅游者积极口碑的激励需求, 为相关领域研究做出了贡献。研究结果加深了对激励需求、动机和积极口碑之间关系的理解。

El objetivo de esta investigación era determinar qué necesidades de incentivación influyen en el boca a boca positivo (PWOM por sus siglas en inglés) entre los turistas internacionales y cómo difieren estas necesidades en función de la orientación cultural hacia el individualismo y el colectivismo.

Esta investigación utilizó encuestas en línea para recopilar datos de 959 encuestados australianos, estadounidenses, británicos, japoneses y coreanos que habían visitado Pekín. Se empleó un método de muestreo aleatorio y los datos se analizaron con SmartPLS 4.0. Adoptando la teoría del Crecimiento de la Relación con la Existencia (ERG por sus siglas en inglés), los resultados explican cómo afecta la orientación cultural al impacto de las necesidades de incentivos en la generación del PWOM.

Tres relaciones hipotetizadas resultaron significativas en los dos grupos de Australia/Reino Unido/Estados Unidos y Japón/Corea: el efecto de las necesidades de incentivación en la motivación, el efecto de la motivación en la PWOM y los efectos de las necesidades de incentivación en la PWOM fueron significativos y positivos para Australia/Reino Unido/Estados Unidos y Japón/Corea. El efecto del tipo de necesidad de incentivación sobre la motivación varió entre las poblaciones nacionales, y la intensidad de los efectos del tipo de necesidad de incentivos sobre la PWOM también fue diferente. Para los turistas australianos, británicos y estadounidenses, el título honorífico fue la necesidad más influyente para estimular la motivación WOM. La necesidad de aprendizaje cultural fue la más influyente para los turistas japoneses y coreanos.

Esta investigación contribuye a la bibliografía al explorar y comparar las necesidades de incentivación que influyen en la motivación boca a boca entre los turistas desde la perspectiva del individualismo y el colectivismo. Los resultados también aumentan la comprensión de las relaciones entre las necesidades de incentivación, la motivación y el PWOM.

Considering the transition of communicational channels from physical to digital spaces, this study aims to provide a theoretical foundation for understanding engagement in electronic word of mouth (eWoM) among managers and customers in the hospitality and tourism industry.

This study uses the four aggregate dimensions, namely, performance expectancy, efforts expectancy, social influence and facilitations condition. Further, this paper uses the 14 second-order themes of the Unified Theory of Acceptance and Use of Technology with a data set that represents elements that can trigger eWoM, both from managers’ and customers’ perspectives. The process of data structuration follows thematic analysis and axial coding techniques.

The results of this study show that performance expectancy, facilitation conditions, social influence and effort expectancy all trigger positive eWoM generation in the hospitality and tourism industry indicating customers’ and managers’ perspectives.

This novel study provides a theoretical foundation and novel propositions for future research work on the role of novel antecedents that can trigger eWoM in the hospitality and tourism industry. This paper also provides a benchmark for practitioners and policymakers in their strategic decisions-making towards improving business performance through positive eWoM.

This study aims to examine whether and how the effect of intimate relationships with micro-influencers on customer behaviour is interrupted by external cues such as sponsorship disclosures and negative electronic word-of-mouth (eWOM).

The study worked with Instagram micro-influences to conduct a vignette survey with four experimental scenarios.

The benefits of parasocial relationships (PSR) in enhancing customer engagement (CE), brand preference (BP) and purchase intention (PI) cannot be sustained in the presence of external interruptive cues. For micro-influencers, whilst sponsorship disclosures do not moderate the influence of PSR, customers are considerably sensitive to negative eWOM or when the two cues co-occur.

This study focusses on micro-influencers and investigates whether the follower–micro-influencer bond can be moderated by external cues including sponsorship disclosure and negative eWOM.

This paper aims to explain how Web 2.0, social connectedness online, has created incredible new business options. This research’s primary goal is to help businesses use these resources more effectively and perform better.

Variance-based structural equation modeling with the ADANCO program was used to examine the data. ADANCO software is used explicitly for variance-based structural equation modeling. To evaluate research models and test hypotheses, partial least square path modeling is used.

Theories encompassing social support and related approaches to “word of mouth” online, electronic purchasing and virtual communities mediated by technological platforms are the foundational frameworks for this research piece. It then produces a statistical model that enables users to predict how social commerce (s-commerce) building blocks, including forums, communities, ratings and reviews and recommendations, assist businesses in introducing innovative strategies to win in the digital markets. The results necessarily focus on trust, an essential component of e-commerce. Reciprocally, the study reverses engineer’s trust through the constructs of this moment mentioned.

The present study describes the scope of empirical testing and validation of this framework and assists practitioners in further strengthening s-commerce strategy, an emerging and essential platform in the e-commerce industry.

Research highlights the dearth of current analysis in such conceptual domains while generating novel research insights aimed at e-commerce and digital business. From the viewpoint of potential and recurring customers who interact with online communities and product offerings, the study captures the essence of human interactions, often known as trade relationships, online.

The current research aims at investigating the mediating effect of electronic word of mouth (eWOM) on the link between entrepreneurial education and choice of the university among students. The main focus of this paper is that when entrepreneurial education is properly-implemented at universities, it leads to several positive outcomes such as positive eWOM. Therefore, if the entrepreneurial education is used as a marketing model, it can be considered as the innovative model for attracting more students. By implementing this model, the university can enhance its approach to cultivating a positive image, potentially leading to increased student enrollments.

The study used a sample of 483 undergraduate students in different universities. As well, it used a structured questionnaire during the data collection. Additionally, the study used partial least squares (PLS-SEM) in analyzing direct and indirect relationships.

The findings of this study suggest that entrepreneurial education and eWOM are critical factors for student selection to the universities. This is because eWOM significant mediates the link between entrepreneurial education and university choice.

This study used cross-sectional design. Therefore, future research can use a longitudinal design in examining the link between independent and dependent variables so as to look into the changes over time.

The study presents potential strategies that universities can employ to market their programs more effectively. By strengthening their entrepreneurial education initiatives, universities can enhance their reputation and create positive eWOM, which can lead to higher enrollments.

This study offers innovative marketing approaches for universities and their programs. Instead of heavily investing in advertising, the study suggests that strengthening entrepreneurial education initiatives can be a more effective marketing strategy. The findings suggest that a positive reputation generated by strong entrepreneurial education initiatives can lead to positive eWOM, which, in turn, influences university selection. Therefore, universities can consider enhancing their entrepreneurial education offerings to attract more prospective students. The study also highlights the notion that quality speaks for itself, while a lack of quality requires advertising.

This study examines the effect of social media marketing on voting intention applying a combination of fuzzy logic methodology and a multidimensional panel data model.

The study adopts a multidimensional panel data method that includes several fixed effects. The dependent variable is a multifaceted construct that measures the participants’ intention to vote. The independent variables are electronic word of mouth (eWOM), customisation (CUS), entertainment (ENT), interaction (INT), trendiness (TRD), candidate’s perceived image (CPI), religious beliefs (RB), gender and age. The grouping variables that signify fixed effects are employment status, level of education, mostly used social media and religion. First, the significance of said fixed effects was tested through an ANOVA process. Then, the main model was estimated, including the significant grouping variables as fixed effects.

Employment status and level of education were significant fixed effects. Also, eWOM, ENT, INT, CPI, RB and gender significantly affected participants’ voting intention.

Being based on a questionnaire that asked participants about how they perceive different aspects of social media, the present study is limited to their perceptions. Therefore, further studies covering the voters’ behaviour in action could be efficient complements to the present study.

The findings could guide the political parties into prioritizing the aspects of social media in forming an effective campaign resulting in being elected.

The findings have the potential to help the public in making better informed decisions when voting. Furthermore, the results of this study indicate applications for social media which are beyond leisure time fillers.

Fuzzy logic and multidimensional panel data estimates are this study’s novelty and originality. Structural equation modelling and crisp linguistic values have been used in previous studies on social media’s effect on voting intent. The former refines the data gathered from a questionnaire, and the latter considers the possibility of including different grouping factors to achieve a more efficient and less biased estimation.