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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.

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

Keywords

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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: 14 September 2015

Beatriz Moliner-Velázquez, María-Eugenia Ruiz-Molina and Teresa Fayos-Gardó

The purpose of this paper is, first, to analyze the direct effects of the relationship chain “causal attributions and recovery efforts → satisfaction with service recovery…

Abstract

Purpose

The purpose of this paper is, first, to analyze the direct effects of the relationship chain “causal attributions and recovery efforts → satisfaction with service recovery → conventional and online word-of-mouth intentions” and, second, to study the moderating role of age in the relationship between satisfaction and subsequent word-of-mouth. Consumer assessment and behavior associated with service recovery is a topic of considerable interest for both academics and practitioners.

Design/methodology/approach

From an empirical perspective, this paper uses a sample of 336 individuals who experienced service failure at a retail store to estimate a structural equation model. Additionally, a multigroup analysis allows testing the existence of a moderating effect of age on the hypothesized relations.

Findings

Results allow to confirm the direct effects of causal attributions and recovery efforts on satisfaction with service recovery, and the impact of the latter, in turn, on conventional and online word-of-mouth intentions. Furthermore, the multigroup analysis reveals that age moderates the relationship between satisfaction and online word-of-mouth.

Practical implications

In service recovery situations, retailers should concentrate their efforts at providing evidence of the failure as temporary and inevitable as well as offering material or economic compensation.

Originality/value

This paper contributes to the identification of the most relevant variables influencing customer satisfaction with service recovery in a retail context. In addition to this, these results provide support to the importance of age on online word-of-mouth behavior.

Details

Journal of Consumer Marketing, vol. 32 no. 6
Type: Research Article
ISSN: 0736-3761

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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…

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: 21 September 2010

Long‐Yi Lin and Ching‐Yuh Lu

The main purpose of this study is to investigate the influence of corporate image and relationship marketing on trust, the impact of trust on consumer purchase intention…

Abstract

Purpose

The main purpose of this study is to investigate the influence of corporate image and relationship marketing on trust, the impact of trust on consumer purchase intention, and the moderating effects of wordofmouth between the influence of trust on consumer purchase intention.

Design/methodology/approach

Consumers of an online travel agency in Taiwan aged over 18 were taken as the research sample. Primary data were collected through convenience sampling. Regression analysis was used to test the hypotheses.

Findings

The main findings are: corporate image has a significantly positive influence on trust, and commodity image has the most significant influence on trust, followed by functional image and institution image; structural and financial relationship marketing has significantly positive influence on trust, and structural relationship marketing has greater influence on trust compared with financial relationship marketing; trust has a significantly positive influence on consumer purchase intention; and positive wordofmouth has a moderating effect between the influences of trust on consumer purchase intention.

Research limitations/implications

Limitations of this study include: the data obtained in this study only reflected the correlations and cause and effect among the variables studied during a specific period of time; this paper only focused on tour agencies; consumers who used only the most popular online tour agencies were selected. Therefore, the samples might involve some bias. The implications of this study include: different types of corporate image will have different levels of influence on consumer trust. There is a need to support the previous study that relationship marketing has a significantly positive influence on consumer trust. The moderating effects of positive wordofmouth between the influences of trust on consumer purchase intention must be examined. The influence of trust on purchase intention must be considered.

Practical implications

The study findings reveal the need and importance for a company to improve corporate image continuously. The study indicates the need to emphasize the use of critical relationship marketing and to realize the nature and importance of the moderating effect of wordofmouth.

Originality/value

The value of this study is combined theory and practical and finding four management implications and three practical implications.

Details

Tourism Review, vol. 65 no. 3
Type: Research Article
ISSN: 1660-5373

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Article
Publication date: 9 May 2013

Ying‐Feng Kuo, Tzu‐Li Hu and Shu‐Chen Yang

With the prevalence of the internet, whether various interactive relationship building between online channel and consumers may lead or not to profit has been paid much…

Abstract

Purpose

With the prevalence of the internet, whether various interactive relationship building between online channel and consumers may lead or not to profit has been paid much attention by researchers and practitioners. It is also to note that the ratio of female shoppers online has been increasing, and female shoppers now outnumber male shoppers online. Based on the perspective of switching path analysis technique (SPAT), the aim of this study is to explore the effects of consumer inertia and satisfaction on repeat‐purchase intention among female online shoppers, and also to examine whether positive wordofmouth and alternative attraction moderate the above relationships.

Design/methodology/approach

Data were collected from a self‐developed online survey system. The formal questionnaire consisted of three sections. The first section screened participants by gender and online shopping experience. The second section measured respondent perceptions of each construct in the research model. The last section aimed to understand respondent basic personal data.

Findings

The study results indicate that both consumer inertia and satisfaction positively influence repeat‐purchase intention, and that consumer inertia is more influential than satisfaction; moreover, positive wordofmouth negatively moderates the relationship between consumer inertia and repeat‐purchase intention, but positively moderates that between satisfaction and repeat‐purchase intention; finally, alternative attraction does not moderate any of the above relationships significantly.

Originality/value

To the authors’ knowledge, the difference between the direct effect of inertia and satisfaction on purchasing behavior has not been investigated. Based on the study findings, suggestions are made for shopping website operators.

Details

Managing Service Quality: An International Journal, vol. 23 no. 3
Type: Research Article
ISSN: 0960-4529

Keywords

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Article
Publication date: 11 April 2016

Gopal Das

Regulatory focus theory has been studied in an in-store retailing context. Although an in-store retailing differs from an e-tailing in terms of the factors such as absence…

Abstract

Purpose

Regulatory focus theory has been studied in an in-store retailing context. Although an in-store retailing differs from an e-tailing in terms of the factors such as absence of products, physical human interactions and store atmospherics, the application of regulatory factors in an e-tailing context is limited. This study aims to examine the moderating role of regulatory focus orientations in consumer e-tailing activities.

Design/methodology/approach

A laboratory experiment with 297 participants was conducted to test the theoretical propositions. Statistical techniques such as t-test were used to analyse the data.

Findings

Results show that a consumer online purchase intentions, product review and spreading positive word of mouth vary from promotion-focused individuals to prevention-focused individuals. Results also show that there is no difference in spreading negative word of mouth between promotion-focused and prevention-focused individuals after encountering an unpleasant shopping experience. Finally, results show both the regulatory focus-oriented shoppers are encouraged by sales promotions.

Originality/value

Arguably, this is the first study to examine how consumers’ regulatory orientations moderate their e-tailing activities. The results of this study have implications for both academicians and managers.

Details

Journal of Services Marketing, vol. 30 no. 2
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 11 November 2014

Qihua Liu and Liyi Zhang

The purpose of this paper is to examine information cascades in the context of users’ e-book reading behavior and differentiate it from alternative factors that lead to…

Abstract

Purpose

The purpose of this paper is to examine information cascades in the context of users’ e-book reading behavior and differentiate it from alternative factors that lead to herd behavior, such as network externalities and word-of-mouth effects.

Design/methodology/approach

This paper constructed panel data using information concerning 226 e-books in 30 consecutive days from Sina.com’s reading channel (Book.Sina.com.cn) from October 2, 2013, to October 31, 2013 of the same year in China. A multinomial logit market-share model was employed.

Findings

E-books’ ranking has a significant impact on their market share, as predicted by informational cascades theory. Higher ranking e-books’ clicks will see a greater increase as a result of an increase in clicks ranking. Due to the information cascades effect, review volume had no impact on the market share of popular e-books. Total votes had a powerful impact on the market share of e-books, showing that once information cascade occurred, it could be enhanced by the increase in total votes. The total clicks of e-books had a significant impact on their market share, suggesting that online reading behavior would be influenced by network externalities.

Practical implications

As important information, the ranking or popularity of e-books should be carefully considered by online reading web sites, publishers, and authors. It is not enough for the authors and publishers of e-books to simply pay attention to the content. They should design their marketing strategies to allow network externalities and informational cascades to work for them, not against them. Online reading web sites should also focus on eliminating certain behavior, such as “brush clicks” and “brush votes,” in order to prevent an undesirable information cascade due to false information.

Originality/value

To the best of the knowledge, this is the first study to examine information cascades in the context of users’ e-book reading behavior. Moreover, this study can help other researchers by utilizing a large sample of daily data from one of the earliest online reading platforms in China.

Details

Library Hi Tech, vol. 32 no. 4
Type: Research Article
ISSN: 0737-8831

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Article
Publication date: 9 March 2021

Beatriz Moliner-Velázquez, Maria Fuentes-Blasco and Irene Gil-Saura

The word-of-mouth comments considered as the evaluation of a purchase experience have been widely discussed in the literature. Nevertheless, the study of online reviews…

Abstract

Purpose

The word-of-mouth comments considered as the evaluation of a purchase experience have been widely discussed in the literature. Nevertheless, the study of online reviews pre-purchase stage remains limited. The purpose of this study is to analyze the variables that support word-of-mouth adoption in the choice of the hotel, from the receiver perspective.

Design/methodology/approach

The information was collected by face-to-face survey to 393 guests from 32 hotels in two Spanish cities. Structural equation modeling was applied to test the hypotheses.

Findings

The results confirm the significant and indirect effects of the motivations for conducting reviews on online word-of-mouth adoption. Specifically, the significant relationship chain of convenience and risk reduction motivations, intention to consult online comments, volume of comments exert a significant influence on acceptance the suggestions in online reviews and recommendations about the hotels.

Research limitations/implications

The study of these variables advances the literature on online word-of-mouth by analyzing in-depth the antecedents of the purchase decision using technologies. From the practical point of view, the results help hotels managers to improve the way to share information by facilitating access to the accommodation experiences of other consumers.

Originality/value

The novelty of this research is mainly found in the study of how consumers modify their behavior using online word-of-mouth reviews. From the receiver perspective, consumer motivations, word-of-mouth volume and intention to consult serve as antecedents of purchase decision.

Details

Journal of Hospitality and Tourism Insights, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9792

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Article
Publication date: 4 October 2018

Stephanie Jacobsen

This paper aims to develop a link between word-of-mouth and attribution of credit or blame following a purchase. Attribution is important because it can affect repurchase…

Abstract

Purpose

This paper aims to develop a link between word-of-mouth and attribution of credit or blame following a purchase. Attribution is important because it can affect repurchase behavior, loyalty and word-of-mouth; therefore, understanding who receives credit or blame for a purchase outcome following a product recommendation is critical.

Design/methodology/approach

Through three studies, how recommendation context affects attribution of credit or blame to consumers, reviewers and retailers is experimentally examined. These studies test the thesis that context factors that are independent of the product recommendation can affect how consumers assign responsibility for the product’s performance.

Findings

Results demonstrate that while consumers trust online reviews, the addition of reviewer incentives diminish that trust, especially when a consumer identifies with the retailer. Findings show support for retailers using online reviews and provide evidence for using caution when incentivizing reviewers.

Research limitations/implications

This study makes a theoretical connection between word-of-mouth (reviews) and attribution. As this connection is not seen often in the literature, future research should look at the role the recommender plays in the purchasing process. This study forced participants to attribute a purchase success/failure to certain parties to find a baseline with which to begin. Future studies should look at this process as more spontaneous. It may not always occur or possibly only occur for certain types of purchases or experiences.

Practical implications

Retailers should be continuing to use online reviews as they provide protection from blame and an increase in credit for successful outcomes. This study also provides evidence that incorporating social media into online reviews as many sites have been doing may actually backfire. While it might be more helpful to the consumer, it can increase blame to the retailer. Reviewers are receiving incentives more frequently, and this study finds that loyal consumers should not be shown incentivized reviews as it heightens blame after a negative outcome.

Social implications

While attribution has been found to be an important part of the purchasing process, it has not been looked at in relationship to word-of-mouth/electronic word-of-mouth (offline/online reviews). Knowing that who recommends a product to us impacts post-purchase behavior is important, as online reviews are utilized more frequently. Many social media strategies have been implemented without information as to how the retailer themselves will be impacted. This study provides evidence of how to better utilize online reviews.

Originality/value

Though online reviews have been studied widely, less is known about how reviews and product recommendations affect attribution of credit or blame for a post-purchase outcome. The theoretical link between word-of-mouth and product outcome attribution provided here will help guide future research in this area.

Details

Journal of Research in Interactive Marketing, vol. 12 no. 3
Type: Research Article
ISSN: 2040-7122

Keywords

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