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Article
Publication date: 2 March 2015

Setenay Kucukemiroglu and Ali Kara

– 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.

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5264

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

Details

International Journal of Commerce and Management, vol. 25 no. 1
Type: Research Article
ISSN: 1056-9219

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Book part
Publication date: 12 November 2015

Hyejin Yoon

This study attempts to investigate how electronic Word-of-Mouth (eWOM), consisting of (1) opinion seeking, (2) opinion giving, and (3) opinion passing, influences…

Abstract

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.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-78560-271-9

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Article
Publication date: 3 December 2018

Wee-Kheng Tan and Bo-Yuan Lee

The purpose of this paper is to investigate the credibility assessment and adoption of electronic word-of-mouth on online social-networking sites, social word-of-mouth…

Abstract

Purpose

The purpose of this paper is to investigate the credibility assessment and adoption of electronic word-of-mouth on online social-networking sites, social word-of-mouth (sWOM), where the author writes product reviews on Facebook and hopes their Facebook friends will buy these products. The readers of the sWOM message are aware of the author’s commercial intentions. sWOM messages on search goods and experience goods are considered separately.

Design/methodology/approach

Author of sWOM messages invites their closed circle of Facebook friends to participate in a survey. The respondents are randomly assigned to read a product review of a search good (i.e. a laptop computer) or an experience good (i.e. a moisturizer cream (beauty product)). The partial least squares method is used to analyze the data from 339 returns (166 for the search good and 173 for the experience good).

Findings

The sWOM readers’ assessments of the messages’ credibility remain free from commercial influence. While the traditional factors of credibility and author-reader tie strength continue to influence the adoption of sWOM message, readers’ perceptions of the sWOM author’s marketing skills is also a factor. The relationships between the constructs depend on whether the products are search or experience goods.

Originality/value

Few studies investigate the type of sWOM considered here. Commercially influenced sWOM messages are effective since the author’s marketing skills, and other often-cited factors, affect the credibility and adoption of sWOM. Thus, the equality-matching (friendship) relationship and the market-pricing (sales) relationship can work hand-in-hand in the sWOM context.

Details

Online Information Review, vol. 43 no. 3
Type: Research Article
ISSN: 1468-4527

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Article
Publication date: 4 August 2021

Bee Lian Song, Chee Yoong Liew, Jye Ying Sia and Kanesh Gopal

Young consumers are increasing using electronic word-of-mouth (eWOM) in travel social networking sites to make purchase decisions. This paper aims to test the extended…

Abstract

Purpose

Young consumers are increasing using electronic word-of-mouth (eWOM) in travel social networking sites to make purchase decisions. This paper aims to test the extended Information Adoption Model (IAM) that places perceived usefulness and information adoption as consequences of argument quality, source credibility, information quantity and emotive word comprehension, and as an antecedent of purchase intentions.

Design/methodology/approach

Data are collected through survey questionnaire from 405 hotel young customers in Malaysia, who had experienced travel social networking sites. The hypothesized relationships were analysed using structural equation modelling.

Findings

The results show that argument quality, source credibility, information quantity and emotive word comprehension have positive effect on the perceived usefulness of eWOM. Perceived usefulness has positive influence on the information adoption of eWOM, which in turn predicts the young consumers’ purchase intentions.

Research limitations/implications

The present study strengthens and advances the existing literature on tourism, social media and marketing by offering an extension to the IAM. The proposed extended model of IAM is verified and applied effectively in the context of eWOM for travel social networking sites.

Practical implications

Practitioners and marketers of travel social networking sites can improve the usability and effectiveness of eWOM to attract more young consumers.

Originality/value

The study contributes to the extension of IAM by adding information quantity and emotive word comprehension. This research validated the significant roles of eWOM argument quality and source credibility in predicting the information usefulness of eWOM.

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Article
Publication date: 20 March 2017

Chetna Kudeshia and Amresh Kumar

The purpose of this paper is to examine how user-generated positive social electronic word-of-mouth (eWOM) via Facebook affects brand attitude and, consequently…

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22585

Abstract

Purpose

The purpose of this paper is to examine how user-generated positive social electronic word-of-mouth (eWOM) via Facebook affects brand attitude and, consequently, influences purchase intention of smartphones. The spending patterns of consumers, particularly decision-makers, have been affected to a substantial degree by the strong presence of brands on the web. eWOM, one among the shape of net product reviews, exercises extensive influence not only on the consumers’ attitude towards the brand but also impacts their buying intentions.

Design/methodology/approach

A survey-based empirical study was conducted to examine the influence of social eWOM on brand attitude and purchase intention of consumers. Structural equation modeling (SEM) was applied using data collected from 311 respondents comprising users of Facebook.

Findings

The research established that user-generated positive eWOM on social networking site, Facebook significantly influences brand attitude and purchase intention of consumer electronics.

Research limitations/implications

The data set used for the study limits generalizing of results, as the data are not representative across industries or across all social media applications. The study provides a useful and interesting insight into the theory and practice of eWOM. It shows how social eWOM, an emerging communication tool, not only helps twenty-first century marketers in reaching customers, but how it also plays a vital role in affecting brand attitude and purchase intention of products.

Originality/value

This paper provides useful and valuable insights into the relationship between social eWOM, brand attitude and purchase intention of consumer electronics, an area that largely remains unexplored. The study can also be replicated for other products or services for future research.

Details

Management Research Review, vol. 40 no. 3
Type: Research Article
ISSN: 2040-8269

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Book part
Publication date: 11 June 2021

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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Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Article
Publication date: 1 June 2015

Beatriz Moliner Velázquez, María Fuentes Blasco and Irene Gil Saura

The purpose of this paper is to investigate how information and communication technology (ICT) adoption in hotels contributes to satisfaction and loyalty from the consumer…

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3061

Abstract

Purpose

The purpose of this paper is to investigate how information and communication technology (ICT) adoption in hotels contributes to satisfaction and loyalty from the consumer perspective, considering the online dimension of recommendations.

Design/methodology/approach

A quantitative research based on a structured questionnaire and using a personal survey method was developed. Surveys were conducted on 386 guests from Spanish hotels. Causal methodology by testing structural equation model was applied.

Findings

Significant relationships are obtained in the sequence “ICT use perception – satisfaction with ICT – overall satisfaction with the hotel – dimensions of loyalty” and the mediating effect of positive electronic word-of-mouth intention between ICT satisfaction and general intention to recommend the hotel is confirmed.

Research limitations/implications

Future research can replicate these relationships in other tourist services and employ multidimensional scales to measure word-of-mouth behaviour.

Originality/value

The novelty of this work is that it studies the relationships between ICT, satisfaction and loyalty in hotel services, paying particular attention to positive word-of-mouth behaviour, both conventional and online.

Objetivo

El propósito de este trabajo es investigar la contribución que tiene la adopción de las TIC en los hoteles en la satisfacción y la lealtad, desde la perspectiva del consumidor y considerando la dimensión online de las recomendaciones.

Diseño/metodología

Se desarrolló una investigación cuantitativa basada en un cuestionario estructurado y empleando el método de la encuesta personal. Se realizaron 386 encuestas a huéspedes de hoteles españoles. Se aplicó la metodología causal testando un modelo de ecuaciones estructurales.

Hallazgos

Se obtienen relaciones significativas en la secuencia “percepción de los clientes del uso de las TIC – nivel de satisfacción con las TIC – nivel de satisfacción general con el hotel – dimensiones de la lealtad” y se confirma el efecto mediador que tiene la intención del boca-oreja online entre la satisfacción con las TIC y la intención general de recomendar el hotel.

Limitaciones/implicaciones

En futuras investigaciones se pueden replicar estas relaciones en otros servicios turísticos y emplear escalas multidimensionales para medir la conducta de boca-oreja.

Originalidad/valor

La novedad de este trabajo radica en el estudio de las relaciones entre las TIC, satisfacción y lealtad en los servicios hoteleros poniendo especial atención en la conducta de boca-oreja positivo, tanto convencional como online.

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Article
Publication date: 19 May 2020

Ramo Palalic, Veland Ramadani, Syedda Mariam Gilani, Shqipe Gërguri-Rashiti and Leo–Paul Dana

This paper aims to investigate the impacts of social media on the Pakistani consumers' buying behavior, which could be reflected in either complex buying, variety seeking…

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4479

Abstract

Purpose

This paper aims to investigate the impacts of social media on the Pakistani consumers' buying behavior, which could be reflected in either complex buying, variety seeking, dissonance reducing or habitual buying. Entrepreneurs need to know how their loyal and prospective customers feel, think and how do they decide on purchasing certain products and services.

Design/methodology/approach

The self-administered online questionnaire is used to collect feedback from consumers in order to analyze the data and come up with the findings. A sample size of 396 respondents was used to analyze and find a relationship between social media and consumer buying behavior.

Findings

Social media is found to have a partially significant impact on Pakistani consumers' buying behavior; word of mouth and content credibility are the two factors that influence Pakistani consumers' buying behavior. Pakistani consumers, below the age of 40, possess more complex buying behavior, which alerts entrepreneurs to consider it for their future marketing strategies.

Practical implications

Entrepreneurs should make an effort to be differentiated from others while keeping customers aware of the products they provide. In addition, customers should not spend too much time when comparing brands; rather, businesses should make it more captive.

Originality/value

This paper provides different results in comparison to the previous studies, in terms of the factors influencing consumers' buying behavior.

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Article
Publication date: 3 June 2014

Marjan Mortazavi, Mohammad Rahim Esfidani and Ali Shaemi Barzoki

The purpose of this paper is to examine the characteristics of virtual social networks (VSNs) and to determine their salient attributes, including those that influence…

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3148

Abstract

Purpose

The purpose of this paper is to examine the characteristics of virtual social networks (VSNs) and to determine their salient attributes, including those that influence flow experience, trust and electronic word-of-mouth (eWOM) behaviors affecting users’ purchase intentions, and to provide important strategic implications contributing to the Internet marketing literature.

Design/methodology/approach

Using a self-administered questionnaire, the data (n = 167) are collected from two Iranian Internet social networking sites, namely, facenama.com and cloob.com . Using LISREL 8.5, hypothesized relationships are examined through structural equation modeling (SEM) analysis.

Findings

According to the results of the study, despite all assumptions and studies to the contrary, eWOM behaviors in VSNs are derived from neither users’ flow experience nor their trust in VSNs, but they are mostly caused by VSNs’ attributes, from which four are investigated in this study, namely, communication and social relationships, entertainment, information disclosure and ease of use. Nevertheless, according to the results, VSN attributes also influence trust and flow experience, trust in a VSN environment influences users’ flow experience and eWOM in VSNs has significant impact on users’ purchase intentions. The findings also revealed that the level of education of a user affects how much he trusts the VSN environment.

Practical implications

The author examined flow experience, trust, eWOM behavior, purchase intentions and the VSNs’ attributes to verify their relationships, providing a better understanding of an effective indirect marketing in VSNs. The results also have important implications for researchers.

Originality/value

While flow experience, trust, word-of-mouth (WOM) behaviors and purchase intentions have been separately studied in Web sites, e-shopping malls and blogs, little research has sought to identify the existence of these elements within VSNs, their correlations with one another and how they are affected by VSNs’ attributes.

Details

Journal of Research in Interactive Marketing, vol. 8 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

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