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Article
Publication date: 10 November 2020

Ande Langga, Andriani Kusumawati and Taher Alhabsji

Investigating the influence of intensive distribution and sales promotion towards customer-based brand equity, repurchase intention and word-of-mouth (WOM) (study on…

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Abstract

Purpose

Investigating the influence of intensive distribution and sales promotion towards customer-based brand equity, repurchase intention and word-of-mouth (WOM) (study on Suzuki car owners in PT Surya Batara Mahkota Wilayah Nusa Tenggara Timur).

Design/methodology/approach

The research was conducted in East Nusa Tenggara (NTT) and the analysis unit was customers of PT. Surya Batara Mahkota NTT (PT SBM NTT) as the owner of the Suzuki car. The population is 1,782 Suzuki car owners who bought their cars from PT SBM NTT, based on data from 2015. The sampling technique is the multi-stage area sampling.

Findings

Incentives distribution had significant and positive influence towards brand equity and repurchase intention. Sales promotion had significant and positive influence towards word-of-mouth (WOM), but it did not have influence towards brand equity. Brand equity had significant influence towards repurchase intention and WOM. On the other hand, repurchase intention did not have influence towards WOM.

Originality/value

The originality of this study was that the researchers did not find a previous study that discussed the relationship between intensive distribution and repurchase intention, between sales promotion and WOM and between customer-based brand equity and WOM. Previous studies used different variables as determinants of positive WOM.

Details

Journal of Economic and Administrative Sciences, vol. 37 no. 4
Type: Research Article
ISSN: 1026-4116

Keywords

Article
Publication date: 11 February 2019

Faiz Ahamad

Job information through word-of-mouth (WOM) has a crucial impact on employer attractiveness. The phenomenal rise of social media offers alternate WOM platforms for sharing…

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Abstract

Purpose

Job information through word-of-mouth (WOM) has a crucial impact on employer attractiveness. The phenomenal rise of social media offers alternate WOM platforms for sharing job information, which is quite different from traditional face-to-face WOM. The purpose of this paper is to examine the differential impact of traditional word-of-mouth (t-WOM) and social media word-of-mouth (s-WOM) on employer attractiveness along with the difference in the job attributes and relationship strength with the information source.

Design/methodology/approach

A 2 × 2 × 2 experiment was conducted to examine the impact of information source (t-WOM and s-WOM), job attributes (tangible and intangible) and relationship strength (strong and weak), on employer attractiveness. Source expertise and source trust were treated as the control variable.

Findings

The result shows the differential impact of t-WOM and s-WOM on employer attractiveness. Moreover, t-WOM from strong relation source found to have a high impact on employer attractiveness than s-WOM. No significant difference due to job attributes was found.

Research limitations/implications

Use of only positive WOM and not the negative one, student as the subjects, etc.

Practical implications

The present study suggests using t-WOM and s-WOM to attract talented job seekers.

Originality/value

This is the first study to analyze the differential impact of t-WOM and s-WOM on employer attractiveness.

Open Access
Article
Publication date: 25 February 2020

Jaime Romero and Daniel Ruiz-Equihua

Customer identification leads to behaviors that are beneficial for firms. This paper aims to analyze the effect of firm identification and community identification on…

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Abstract

Purpose

Customer identification leads to behaviors that are beneficial for firms. This paper aims to analyze the effect of firm identification and community identification on content creation, which indirectly may affect offline word of mouth and online word of mouth.

Design/methodology/approach

This paper proposes a research model that is tested using data from 491 users of online travel agencies. To do so, partial least squares method is used.

Findings

The results show a positive relationship between firm identification and community identification. Moreover, both variables exert a positive effect on content creation. Furthermore, content creation positively influences offline and online word of mouth. This influence is moderated by self-enhancement in the case of online word of mouth.

Practical implications

Firm managers must enhance customer identification, as it can turn in behaviors that are beneficial for the company. Moreover, firms that own online communities must apply segmentation strategies based on identification and self-enhancement to encourage positive behaviors from customers.

Originality/value

This research tests the relationship between firm identification and community identification. Additionally, this study jointly analyzes the impact of these variables on several beneficial behaviors.

Propósito

La identificación del consumidor genera comportamientos que son beneficiosos para las empresas. Esta investigación analiza el efecto directo de la identificación con la compañía y la identificación con la comunidad sobre la creación de contenido, así como el efecto indirecto de estas variables de identificación sobre el boca- oído offline y online.

Diseño/método

Esta investigación propone un modelo teórico, el cual es estimado mediante Partial Least Squares a partir de información procedente de 491 usuarios de agencias de viajes online.

Resultados

Los resultados muestran una relación positiva entre la identificación con la firma y la identificación con la comunidad. Además, ambas variables ejercen un efecto positivo en la creación de contenido. Asimismo, la creación de contenido influye positivamente sobre el boca-oído offline y online. Esta influencia es moderada por la necesidad de reconocimiento de los consumidores.

Implicaciones prácticas

Los resultados del trabajo recomiendan potenciar la identificación del cliente con la empresa, dado esta identificación conlleva comportamientos beneficiosos para la compañía. Además, las compañías que poseen comunidades online deberían aplicar estrategias de segmentación basadas en la identificación y la necesidad de reconocimiento de cara a potenciar que sus clientes llevan a cabo comportamientos positivos para la empresa.

Originalidad/valor

Esta investigación examina la relación entre la identificación con la compañía y la identificación con la comunidad. Adicionalmente, este estudio analiza conjuntamente el impacto de estas variables en comportamientos que son beneficiosos para la empresa

Tipo de trabajo

Trabajo de investigación

Article
Publication date: 19 May 2020

Anitha Acharya

The purpose of this paper is to check for the effects of brand familiarity, customer brand engagement and self-identification on word-of-mouth (WOM) communication.

1014

Abstract

Purpose

The purpose of this paper is to check for the effects of brand familiarity, customer brand engagement and self-identification on word-of-mouth (WOM) communication.

Design/methodology/approach

A systematic review of the literature regarding brand familiarity and customer brand engagement CBE) was conducted and data were analyzed using structural equation modeling.

Findings

The results revealed that brand familiarity had a positive impact on CBE; self-identification also had a positive impact on WOM communication.

Research limitations/implications

The model was tested in the context of service sector; future research may investigate in different context.

Practical implications

The framework advances insight into customer engagement and service dominant logic, which, despite having been recognized for their significant theoretical fit, have remained largely disparate in the literature.

Originality/value

This study is among the first few attempts to examine the impact of brand familiarity on different dimensions, namely, cognitive, affective and activation dimensions of CBE. This study contributes to a more detailed description of the brand familiarity construct and improves understanding of WOM communication. The study provides implications for practitioners and marketers.

Details

South Asian Journal of Business Studies, vol. 10 no. 1
Type: Research Article
ISSN: 2398-628X

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. 16 no. 4
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 7 June 2022

Tsu-Wei Yu

This study explored the antecedents and mediators of word-of-mouth (WOM) behavior in the life insurance industry and investigated how to increase policyholders' positive…

Abstract

Purpose

This study explored the antecedents and mediators of word-of-mouth (WOM) behavior in the life insurance industry and investigated how to increase policyholders' positive WOM communication.

Design/methodology/approach

A sample of life insurance policyholders in Taiwan is surveyed. These respondents were chosen using purposive sampling. The author sent out 650 questionnaires to customers of the top six life insurance firms in Taiwan in proportion to each firm's market share as follows: Cathay (200), Fubon (150), Nan Shan (120), Shin Kong (80), China (60), and Taiwan (40). A total of 338 usable questionnaires were returned. Structural equation modeling was performed to estimate the influence of the identified antecedents of WOM communication.

Findings

The results support the proposed model and hypotheses, indicating that customers' positive evaluations of functional quality and technical quality help drive positive WOM communication. Corporate image and trust also play partial mediating roles.

Practical implications

Decision-makers should note that functional quality, technical quality, corporate image, and trust are antecedents of WOM communication. Functional quality and technical quality are the main factors influencing policyholders' perceptions. Therefore, life insurance firms must understand policyholders' quality expectations. Managers should also pay increased attention to promoting favorable WOM communication through strengthening corporate image and trust.

Originality/value

This was the first study to examine WOM communication in Taiwan's life insurance industry. Few studies have investigated the mediating effects of corporate image and trust in the relationships of functional and technical quality with WOM. The findings reveal the importance of WOM to the marketing of life insurance, providing new information for life insurance practice and theory.

Details

International Journal of Bank Marketing, vol. 40 no. 7
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 25 October 2019

Sridhar Manohar, Amit Mittal and Sanjiv Marwah

The purpose of this paper is to establish the link between three constructs, namely, service innovation, corporate reputation (CR), and word-of-mouth (hereinafter WOM)…

1102

Abstract

Purpose

The purpose of this paper is to establish the link between three constructs, namely, service innovation, corporate reputation (CR), and word-of-mouth (hereinafter WOM). Primarily, the aim is to understand whether innovation in a service firm drives its reputation, thereby resulting in positive WOM where the direct effect of service innovation of a firm on WOM is mediated by reputation. Furthermore, the study also seeks to understand whether the type of service firm has an effect on determining the level of the mediation effect.

Design/methodology/approach

This study adopts an integrated approach where the measure for the construct service innovation is explored through a qualitative approach, and the conceptual model is estimated through path analysis. The service industry taken for this study is banking, and the through non-probability criterion sampling technique, 252 customers responded to their level of agreement. The PLS-SEM technique was used to estimate the path coefficient by following the two-stage approach. The multigroup moderation analysis is performed to determine whether the type of the bank plays a major role in determining the direct effects and the mediation effect of CR between service innovation and WOM.

Findings

The result of this study indicates that there is a strong positive association between the three constructs. Further, the direct relationship between service innovation and WOM is partially mediated by reputation. The result of the multigroup moderation indicates that the type of the bank plays a major role in determining the mediation effect of reputation.

Practical implications

The study helps the decision makers and the managers of the bank to understand that frequent innovation within the firm would help to gain reputation, and thereby customers would tend to give a positive WOM. Further, non-reputable firms can still gain a positive WOM if they continuously innovate new services. In the Indian context, it is noted that there is a difference between private and public banks in determining the mediation effect of reputation between service innovation and WOM.

Originality/value

The originality of the study is based on the following: development of a unique scale to measure service innovation in the banking industry overcoming the existing scales which are based on goods-dominant logic; estimating empirically the combined effect of service innovation and CR on WOM; the process of evaluating the moderated mediation effect; how the mediating effect of CR varies from private sector banks to public sector banks.

Details

Benchmarking: An International Journal, vol. 27 no. 1
Type: Research Article
ISSN: 1463-5771

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

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: 18 April 2022

Tatjana M. König, Theresa B. Clarke, Maria Hellenthal and Irvine Clarke III

This study utilizes social communication theory as the framework to examine the influence of personality on young word-of-mouth (WoM) and electronic word-of-mouth (eWoM…

Abstract

Purpose

This study utilizes social communication theory as the framework to examine the influence of personality on young word-of-mouth (WoM) and electronic word-of-mouth (eWoM) audiences across the US, France and Germany and explores relationships between personality traits and cultural dimensions.

Design/methodology/approach

An adaptation of the consumer susceptibility to interpersonal influence (CSII) scale measured WoM influence in an online review context. After pretesting and validating the consumer susceptibility to online review influence (CSRI) scale in Luxemburg, hypotheses were tested, and research questions were explored in a multi-group structural equation model based on French, German and US samples.

Findings

Personality traits are negatively linked to CSRI as well as to CSII across the three countries. Overall, the stronger the personality traits, the weaker the online and offline WoM influence seems. In contrast to France, results for the US and Germany show that young people are either more susceptible to WoM or to eWoM influence. Results imply tendencies for a potential interaction effect between power distance and openness to new experience on WoM and partially on eWoM.

Practical implications

Earned media is more effective among audiences with weaker personality structures. Stronger personalities may prefer to serve as senders of WoM and eWoM (influencers). The non-uniform results between WoM and eWoM susceptibility across the countries favor earned media strategies optimized on a country basis and psychological targeting when communicating online review results.

Originality/value

This study expands knowledge of individual (personality traits) and country similarities and differences across France, Germany and the US and how they affect earned media (WoM and eWoM) influence.

Details

International Marketing Review, vol. 39 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

1 – 10 of over 2000