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Article
Publication date: 23 March 2012

Mohamad Reza Jalilvand and Neda Samiei

Word of mouth (WOM) is becoming recognized as an important form of promotion and an important source of information influencing consumer's attitudes and purchase behavior…

2210

Abstract

Purpose

Word of mouth (WOM) is becoming recognized as an important form of promotion and an important source of information influencing consumer's attitudes and purchase behavior. WOM is especially important in the tourism industry, whose intangible products are difficult to evaluate prior to their consumption. The purpose of this paper is to survey the effect of WOM on tourists' decision for travelling to an Islamic destination.

Design/methodology/approach

Data were collected through a field research among 224 inbound tourists who have visited Isfahan as an Islamic destination, and the data were analyzed using regression and correlation. Additionally, analysis of variance (ANOVA) was applicable for the inference relationships between tourist characteristics and using WOM. The survey period was from June 2 to June 29, 2010.

Findings

Two findings have been concluded in this survey. First, WOM affects the decision of tourists for travelling to Isfahan. Second, nationality, gender, purpose of trip, and previous experience of travelling were associated with using WOM among prospective tourists.

Practical implications

Managers should develop complete understanding of WOM and try to stimulate WOM about destinations among tourists, because most tourists are influenced by information from informal sources.

Originality/value

The paper shows that customer‐oriented tourism programs improve the numbers of inbound tourists to a particular destination.

Details

Journal of Islamic Marketing, vol. 3 no. 1
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 20 September 2022

Shubhomoy Banerjee and S. Sreejesh

The study's primary purpose is to establish the direct and indirect roles of word-of-mouth communication (WOM) in initiating and maintaining consumer loyalty in the bottom…

Abstract

Purpose

The study's primary purpose is to establish the direct and indirect roles of word-of-mouth communication (WOM) in initiating and maintaining consumer loyalty in the bottom of pyramid (BOP) markets in the Indian context. In addition, the study seeks to evaluate the conditions (viz. extent of media usage, brand distribution intensity and brand social connections) under which WOM leads to the initiation and maintenance of consumer brand loyalty.

Design/methodology/approach

The study hypotheses were formulated following the social identity theory. Later, a questionnaire-based survey was conducted among 898 rural BOP consumers. Structural equation modelling technique was applied to test the study hypotheses.

Findings

Results suggested a positive effect of WOM on brand credibility and self-brand connections-indicative of the initiation of strong cognitive and affective relationships respectively. Brand credibility and self-brand connections also mediated the paths between WOM and brand loyalty-indicative of the maintenance and continuation of strong affect-laden relationships. These indirect relationships were moderated by the extent of media usage, brand distribution intensity and brand social connections.

Originality/value

This is among the first studies that holistically evaluate the role of WOM in developing customer loyalty to rural BOP consumers against the backdrop of the systemic deficiencies in these markets.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 29 September 2022

Kirsten Cowan, Teea Palo, Duncan Chapple and Yiwei Zhang

The purpose of this study is to address these questions. Word-of-mouth (WOM) is increasingly important in business-to-business (B2B) decision-making. Yet, research on this…

Abstract

Purpose

The purpose of this study is to address these questions. Word-of-mouth (WOM) is increasingly important in business-to-business (B2B) decision-making. Yet, research on this topic is rather limited, and often borrows from business-to-consumer (B2C) WOM literature. The question remains as to whether these assumptions realistically occur in B2B WOM. Specifically, this study explores the following questions: What value does B2B WOM have? Why do social media influencers in B2B engage in WOM? What type(s) of social media influencers spread WOM in B2B?

Design/methodology/approach

To address these questions, this study adopts a qualitative research strategy. This study focuses on industry analysts in information technology markets who often influence the buying decisions of customers through their expertise and recommendations of technology solutions. Based on interviews with these influencers, this study explicates B2B WOM, an area the authors know much less of in comparison to B2C WOM.

Findings

This study reveals differences in who spreads WOM within B2B, their roles, key features of their content and how they spread WOM. Second, this study demonstrates the types of actors spreading WOM in B2B in relation to the type of WOM and how it actually influences B2B markets.

Originality/value

This study broadens the current definition of WOM and, specifically, showcases WOM not only as amplifying messages but as a means to co-create the market itself with vendors and clients. This research offers several contributions to the B2B WOM literature and influencer practice.

Details

Journal of Business & Industrial Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 22 August 2022

Wee Kheng Tan

While regular price discount (RPD) promotions remain popular, marketers have also introduced gambled price discounts (GPDs) in recent years. There is a need to understand…

Abstract

Purpose

While regular price discount (RPD) promotions remain popular, marketers have also introduced gambled price discounts (GPDs) in recent years. There is a need to understand the performance and limitation of the relatively novel GPD, because the importance of pricing and the surprise element inherent in GPD could cause the promotions to backfire when inappropriately applied. This study compared the performance of GPD and RPD via consumers' perception of their attractiveness through quality cues of product types (experience and search goods) and word-of-mouth (WOM) content (affective and cognitive).

Design/methodology/approach

Analysis of variance (ANOVA) was applied on a 2 (product type: experience goods [hotel rooms] vs. search goods [printers]) × 2 (word-of-mouth type: affective vs. cognitive) × 2 (price promotion type: GPD vs. RPD) between-subjects scenario experimental design (resulting in eight conditions).

Findings

Analysis of the 600 returns revealed that RPD does well for both search and experience goods, but GPD is more attractive for the marketing of experience goods. GPD works better with cognitive than with affective WOM.

Originality/value

GPD is a relatively new domain in marketing research. This study contributes to GPD literature and behavioral pricing literature. The study also adds to a better understanding of the dynamics, usefulness and limitations of GPD by considering the roles played by surprise element inherent in GPD and comparing it with RPD.

Details

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

Keywords

Article
Publication date: 31 August 2022

Paul Strickland and Kim M. Williams

This exploratory study aims to examine how wine stakeholders' are adopting innovative advancements in smart industry 4.0 application technology (SI4.0AT) coupled with…

Abstract

Purpose

This exploratory study aims to examine how wine stakeholders' are adopting innovative advancements in smart industry 4.0 application technology (SI4.0AT) coupled with electronic word-of-mouth (e-WOM) techniques to increase winery visitation and wine sales, prior to and during a global pandemic in the Yarra Valley in Victoria, Australia.

Design/methodology/approach

A qualitative interpretivist geographical bounded case study approach was used to collect data from fifteen Victorian wine stakeholder's prior to and during the global pandemic COVID-19. A thematic analysis was applied to interpret participant responses and how they viewed, reacted to and harnessed S14.0AT and e-WOM to continue and increase wine sales.

Findings

The findings suggest few wine stakeholders' were actively implementing SI4.0AT prior to the global pandemic, COVID -19. With the forced closure of wineries to visitors across Australia, most small to medium-sized wineries immediately changed their business models to concentrate on domestic e-commerce wine sales and home delivery. To support these new business models, e-WOM techniques were quickly adopted or increased whereas other S14.0AT technologies were not, due to financial restraints.

Research limitations/implications

The number of participants used in this study is a limitation, however, this can be overcome by replicating this study in other wine regions. This research focused on the wine stakeholders' viewpoint only and may not be easily generalised. Future studies may examine the “what” aspect of SI4.0AT is being used and e-WOM content such as investigating what consumers are saying about these wineries, the method of communication and the motivations for consumers to engage with a winery.

Practical implications

The implications for the wine industry and overall results offer insight into the wine stakeholders' perceptions of SI4.0AT and e-WOM and consequent marketing strategy of wineries in the Yarra Valley, Victoria, both pre- and during forced face-to-face winery closures due to a global pandemic. Wineries need to continue to harness and leverage the benefits of e-WOM wine marketing in their marketing strategies and continue to explore the affordability of 4.0 app technology and Tourism 4.0 options.

Originality/value

This study is the first attempt at investigating how wine stakeholders' view; react to and harness SI4.0AT and e-WOM through formalised online marketing strategies which should continue to be investigated in the future.

Details

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

Keywords

Article
Publication date: 11 August 2022

Hasnan Baber, Marius-Cristian Pană and Mina Fanea-Ivanovici

The tourism industry has a huge potential, and the return to its state prior to the COVID-19 pandemic is a large stake for any economy. Tourism e-WOM is an important…

Abstract

Purpose

The tourism industry has a huge potential, and the return to its state prior to the COVID-19 pandemic is a large stake for any economy. Tourism e-WOM is an important contributor towards attracting visitors and choosing tourism destinations. Drawing from the value and personality theories, the aim of this study is to investigate the factors determining e-WOM intentions in tourism.

Design/methodology/approach

Based on a sample of 469 responses collected online from a random sample of Romanians and using partial least squares structural equation modelling, the authors hereby analyze the influence of economic, emotional, social and altruistic values on e-WOM intentions, and the moderating effects of the big five personality traits (openness, conscientiousness, extraversion, agreeableness and neuroticism) on this relationship.

Findings

The results of the study revealed that except economic value, all the exogenous (emotional, social and altruistic) values have a positive influence on the e-WOM intentions. However, the study further suggested that the big five personality traits do not moderate the relationship between the value factors and e-WOM intentions.

Research limitations/implications

The influence of perceived value will be useful for building a stout marketing strategy and to describe e-WOM behaviour among Romanians.

Practical implications

Tourism service providers can promote their services by stressing the various types of value bestowed by their offers.

Originality/value

Although inspired by existing research, the current study is original in that the model used has not yet been proposed before, all the more so for the particular case of the tourism industry.

Details

European Journal of Innovation Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1460-1060

Keywords

Article
Publication date: 1 July 2022

Md. Noor Un Nabi, Fatema Tuj Zohora and Farzana Akther

This study aims to examine how word of mouth (WOM) from the patients influences the building of trust in the physician.

Abstract

Purpose

This study aims to examine how word of mouth (WOM) from the patients influences the building of trust in the physician.

Design/methodology/approach

Based on the review and synthesis of the previous relevant literature, 03 constructs of WOM and their 19 items were derived. The items were confirmed as well as their reliability and validity were measured through confirmatory factor analysis. The structural relationship between WOM factors and trust in physicians was analyzed with data from 330 personal interviews in Bangladesh. Structural equation modeling (SEM) was performed with the application of AMOS.

Findings

This study demonstrates that the trustworthiness of the source, information about medical care facilities and expertise and information about service experience have a significant direct effect on the level of trust in the physicians. This study delivers an understanding of how individualized social and informal communication, WOM, plays a role in the aspects of health-care-related decisions in developing countries.

Research limitations/implications

Findings of this study shed light on the importance of health-care-related communication strategy development and management, which is yet to be emphasized in research and practice in the developing countries contexts. Based on the findings of this study health-care service providers and key touchpoints in health-care delivery and management can develop client's experience-focused service marketing strategies and practices.

Originality/value

The level of trust in physicians regulates the choice of physician decision and the magnitude of service satisfaction and patients' good feeling issues. In health-care service marketing, research is an under-explored area, while the gap is more when developing countries' contexts are concerned. As a customized model and primary data-based study, this paper contributes to addressing the gap mentioned in the previous statement. The sample size could not be extended as no institutional funding was available for this study.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 2 August 2022

Yang Li, Ran Tan and Xiang Gong

This study aims to investigate the psychological mediating mechanisms through which omnichannel integration affects customer word-of-mouth (WOM) behaviors in omnichannel retailing.

Abstract

Purpose

This study aims to investigate the psychological mediating mechanisms through which omnichannel integration affects customer word-of-mouth (WOM) behaviors in omnichannel retailing.

Design/methodology/approach

Guided by prior omnichannel retailing studies, the authors identify taxonomy of customer WOM behaviors with three archetypes, namely, face-to-face WOM, online store WOM, and social media WOM. Then, the authors draw on social exchange theory (SET) to explain how omnichannel integration influences customer WOM behaviors through the mediating roles of perceived personal preference fit and perceived social relatedness. The authors empirically tested the model using structural equation modeling and multiple mediation analysis with a field survey of 335 omnichannel customers.

Findings

Perceived personal preference fit positively influences face-to-face WOM and social media WOM, whereas perceived social relatedness is positively associated with face-to-face WOM, online store WOM, and social media WOM. Furthermore, transactional integration and relational integration positively affect perceived personal preference fit, whereas relational integration has a positive effect on perceived social relatedness. Finally, perceived personal preference fit mediates the effects of transactional integration and relational integration on face-to-face WOM and social media WOM. Perceived social relatedness mediates the effects of relational integration on face-to-face WOM, online store WOM, and social media WOM.

Originality/value

The authors' study advances the omnichannel retailing literature by proposing a taxonomy of customer WOM behaviors in omnichannel retailing and identifying the mediating mechanisms through which omnichannel integration influences customer WOM behaviors.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

Keywords

Book part
Publication date: 27 September 2021

Timothy L. Keiningham, Roland T. Rust, Bart Larivière, Lerzan Aksoy and Luke Williams

Many companies focus considerable resources on managing and enhancing positive word of mouth (WOM). WOM management, however, has become increasingly complex given the rise…

Abstract

Many companies focus considerable resources on managing and enhancing positive word of mouth (WOM). WOM management, however, has become increasingly complex given the rise of online channels and the corresponding increasing breadth of connections giving and receiving WOM. Given the generally believed importance of WOM to business outcomes, managers seek to leverage key drivers that they believe will enhance positive and minimize negative WOM.

Implicit in these actions is the belief that leveraging key drivers to enhance positive (or minimize negative) WOM results in generally positive outcomes across channels and connections. This research investigates whether this belief is correct. We examined WOM behaviors from over 15,000 consumers from 10 different countries in eight industry categories, as well as consumer attitudes toward the various brands investigated. Our findings indicate that efforts to enhance positive WOM typically have mixed effects – enhancing positive WOM in some channels while decreasing it (or even enhancing negative WOM) in other channels. Therefore, managers need to have a greater understanding of the complexity of leveraging attitudinal key drivers when seeking to enhance WOM to minimize potential negative outcomes.

Details

Marketing Accountability for Marketing and Non-marketing Outcomes
Type: Book
ISBN: 978-1-83867-563-9

Keywords

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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