Search results

This study examined the relationship between perceived personalization and positive electronic word of mouth, as well as the mediating impact of online advertising engagement and the moderating effect of online users' modes on that relationship. The theory of presence serves as the foundation for the relationships among variables.

A quasi-experimental research design was used to carry out the investigation. The analysis was performed on 865 valid responses from the treatment and control groups.

Results showed no mediation for the control group and partial mediation for the treatment group. The treatment group's moderated mediation relationships were found as significant, but the control group's relationships were insignificant. The findings also supported the hypothesis that there is a significant association between perceived personalization and online advertising engagement for playful online users and a weak relationship for serious online users. On the mediation link of online advertising engagement between perceived personalization and positive electronic word of mouth, the conditional indirect influence of “online users' modes” has been specifically studied.

This study is the first to examine online advertising through the lens of the theory of presence and offers a moderated-mediation model of Online Users' Modes and Online Advertising Engagement, which is a valuable addition to the marketing body of knowledge.

The purpose of this study is to examine the factors influencing online word-of-mouth communication engagement behavior of college students on social networks such as Facebook.

A survey instrument designed to measure the constructs assumed to have an influence on word-of-mouth communication on social networks was administered to college students who are actively using Facebook. Structural equation model was used to test the hypothesized relationships.

Results of the study show that social capital and trust were two important factors that positively influenced opinion-giving and opinion-seeking behaviors, which, in turn, influenced the word-of-mouth behavior on Facebook. Although these results were not significantly different from the findings reported in the literature, the results emphasize that the impact of social capital and trust on word of mouth increased through the opinion-seeking/giving path.

Although the college students are ideal users for Facebook, the use of college students could limit the generalizability of the results to other populations. Furthermore, the authors have only investigated a few constructs that are assumed to contribute to the online word-of-mouth communication behavior. Other studies should include a more comprehensive list of construct and test their impact.

The study contributes to the literature on word-of-mouth communication in online social networking sites. Organizations could benefit from this knowledge by understanding that social networking sites should be considered as a key component of the integrated marketing communication strategy, and specific targeting efforts could be directed for those users with high levels of opinion-seeking/giving.

Although online social networking has been popular, not many empirical studies have been conducted on consumers’ engagement in the word-of-mouth communication in social networking sites, such as Facebook. This study attempts to fulfill the gap.

Interest in the Electronic Word-of-Mouth (eWOM) in connection with tourism is constantly growing not only among consumers but also among theoreticians. Therefore, the objective of this chapter is to provide an overview of studies that focus on eWOM in the tourism sector using the snowball method. The article is based on a review of the literature of 60 studies that focus not only on consumer behavior in tourism and the impact of eWOM on tourism supply but also on the impact of hotel managers' responses to other consumer behavior and tourism companies. The results of the studies show that eWOM has a significant impact not only on consumer behavior but also on tourism supply. Manager responses can also strongly affect other consumer behavior in decision-making. When eWOM is distributed, consumers are influenced by their emotions, motives, and also by the websites to which they have decided to contribute. The chapter proposes further research areas for different authors.

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.

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 the direct and indirect effects of electronic word of mouth (eWOM) on mindful consumption behaviour (MCB) in a sustainable clothing purchase context. In addition, it examines the mediating effect of “consumer engagement” and “attitude towards second-hand clothes”.

The data were gathered through a self-administered questionnaire survey from Malaysian consumers who had experience in purchasing second-hand clothes. A total of 175 complete and useable questionnaires were obtained, which were then analysed by using the structural equation modelling-partial least square (SEM-PLS) technique.

The results of this study indicate support for the direct effect of eWOM on consumers' attitude towards second-hand clothes, consumer engagement and consumers’ MCB. The results also supported the relationship between consumer engagement and MCB, but the link between attitude and mindful consumption (MC) was not supported. Furthermore, the study confirmed the mediating effect of consumer engagement between eWOM and consumers’ MCB but did not support the mediating effect of attitude towards second-hand clothes.

This study is amongst the pioneers to elucidate MCB in the context of sustainable clothing. It examines the direct and indirect effects of eWOM on MCB, which has not been tested in the past literature. The mediating effects of consumer engagement and attitude towards second-hand clothes on the relationship between eWOM and MCB are also comparatively new links.

As a business paradigm, social commerce (s-commerce) has brought about a new stage of innovation, and by extension, has transmuted the power from seller to buyer. S-commerce is a combination a commercial and social activities in which individuals may spread word of mouth (WOM) about their shopping experiences and knowledge and provide information about product and services to their to their friends. This kind of social interactions among individuals has increased the potentials of eWOM communication. Given such a backdrop, this paper aims to look into the influence of eWOM engagement on consumers’ purchase intention in s-commerce, which may complement the current effort of the research community in this area.

This study used elaboration likelihood model, theory of reasoned action and social support theory to investigate the influence of eWOM engagement on consumers’ purchase intention in s-commerce. The study used 218 respondents to evaluate the proposed model using SmartPLS.

The empirical results indicate that information characteristics, consumer behavior and technological factors exert a positive influence on consumer purchase intentions. All hypotheses between attitude toward eWOM, information credibility, innovativeness, website quality and eWOM engagement are significant. Also, eWOM engagement has a significant positive influence on consumer purchase intention. However, information quality and social support does not have any significant relationship with eWOM engagement.

This study seeks to address the dearth of research in the field of s-commerce, especially as it relates to eWOM. The study proposes a new model and empirically validates the hypothesized relationships. This research can serve as a stepping stone for future research in this field.

This study is one of the early studies focusing on the influence of eWOM engagement, especially in s-commerce. The study offers comprehensive and empirically validated factors pertaining to eWOM engagement in s-commerce. The results of this study are also important to practitioners and online companies’ managers. The study’s model has demonstrated the contextualization of what makes customers engage in eWOM and its influence in s-commerce. The study will also offer insights for firms on how to encourage eWOM engagement among customers.

A new eWOM engagement model in s-commerce is proposed with consideration on information characteristics, consumer behavior, technological and social factors. The model is validated afterwards.

Numerous studies have examined factors influencing electronic word of mouth (eWOM) providing behaviour. The volume of extant research and inconsistency in some of the findings makes it useful to develop an all-encompassing model synthesising results. Therefore, the purpose of this study is to synthesise findings from existing studies on eWOM by using meta-analysis, which will help to reconcile conflicting findings of factors affecting consumers’ intention to engage in eWOM communications.

The findings from 51 studies were used for meta-analysis, which was undertaken using comprehensive meta-analysis software.

Factors affecting eWOM providing behaviour were divided into four groups: personal conditions, social conditions, perceptual conditions and consumption-based conditions. The results of the meta-analysis showed that out of 20 identified relationships, 16 were found to be significant (opinion seeking, information usefulness, trust in web eWOM services, economic incentive, customer satisfaction, loyalty, brand attitude, altruism, affective commitment, normative commitment, opinion leadership, self-enhancement, information influence, tie strength, homophily and community identity).

One of the limitations of this study is that the studies for this research were collected the only form from Web of Science, Scopus and Business Source such as databases, which result in a limited number of studies available for weight and meta-analysis. A wider range of databases should be used by future research. Also, this study only considered quantitative studies and excluded qualitative studies. Thus, future studies could include both types of studies in the meta-analysis.

By focussing on the best predictors of intention to provide eWOM communications (e.g. self-enhancement and trust in web eWOM services) managers can improve reader engagement and information assimilation. Knowing motivations to engage in eWOM helps platform operators design their service in a more customer-oriented way. By better understanding motivations to engage in eWOM communications marketers and researchers can influence individuals’ online information assimilation which can affect consumer purchase decisions, customer loyalty and consumer commitment to the community.

Applying meta-analysis helped the reconciliation of conflicting findings, enabled investigation of the strengths of the relationships between motivations and eWOM providing behaviour and offered a consolidated view. The results of this study facilitate the advancement of current knowledge of information dissemination on the internet, which can influence consumer purchase intention and loyalty.

This paper aims to complement the current understanding about user engagement in electronic word-of-mouth (eWoM) communications across online services and product communities. It examines the effect of the senders’ prior experience with products and services, and their extent of acquaintance with other community members, on user engagement with the eWoM.

The study used a sample of 576 unique user postings from the corporate fan page of two German firms: a service community of a telecom provider and a product community of a car manufacturer. Multiple regression analysis is used to test the conceptual model.

Senders’ prior experience and acquaintance positively affect user engagement with eWoM, and these effects differ across communities for products and services and across their influence on “likes” and “comments”. The results also suggest that communities for products are orientated toward information sharing, while those discussing services engage in information building.

This research explains mechanisms of user engagement with eWoM and opens directions for future research around motives, content and social media tools within the structures of online communities. The insights on information-handling dimensions of online tools and antecedents to their use contribute to the research on two prioritized topics by the Marketing Science Institute – “Measuring and Communicating the Value of Online Marketing Activities and Investments” and “Leveraging Digital/Social/Mobile Technology”.

This research offers insights for firms to leverage user engagement and facilitate eWoM generation through members who have a higher number of acquaintances or who have more experience with the product or service. Executives should concentrate their community engagement strategies on the identification and utilization of power users. The conceptualization and empirical test about the role of likes and comments will help social media managers to create and better capture value from their social media metrics.

The insights about the underlying factors that influence engagement with eWoM advance our understanding about the usage of online content.

This study attempts to investigate how electronic Word-of-Mouth (eWOM), consisting of (1) opinion seeking, (2) opinion giving, and (3) opinion passing, influences consumers’ purchasing intentions for tourism services on Social Networking Sites (SNSs). Two hundred and seventy three American college students participate in a self-administered survey concerning their use of SNSs and ways of making online recommendations. Based on four hierarchical regression analyses, this study finds that both opinion seeking and opinion passing significantly influence respondents’ purchasing intentions. Additionally, time spent on SNS use reveals a positive relationship with opinion seeking and opinion passing. The conclusion of the present study highlights the eWOM as a cost-effective communication tool for tourism marketing and renders practical and theoretical implications along with suggestions for future research.