Search results

This study aims to compare the effects of YouTube information sources (influencer vs word of mouse) on the consumer purchase decision. This paper extends the information adoption model (IAM) to include information language as a central cue and skepticism toward online information as a moderating factor.

A between-subjects experiment, 2 (influencer vs word of mouse) × 2 (positive vs negative information), was designed to test hypotheses. A total of 171 consumers participated in the experiment and multigroup structural equations modeling (AMOS 21) was applied.

The results indicate that consumers perceive argument quality to be more useful when the information comes from word of mouse (WOMS). While information language was deemed more useful when the information source was a YouTube influencer and the information type was positive. The study also found that skepticism toward online information reduced the overall effects, particularly for influencers and positive information.

This study contributes to the theory by identifying and investigating the existing gaps in knowledge. For practitioners, findings speak to the synergetic power of YouTube influencers and WOMS as an effective marketing strategy.

This paper is one of the first to compare the effects of YouTube influencers and consumer comments by using the IAM. It also extends IAM with the inclusion of information language as a central cue and skepticism toward online information as a moderating factor.

Large collections of patent documents disclosing novel, non-obvious technologies are publicly available and beneficial to academia and industries. To maximally exploit its potential, searching these patent documents has increasingly become an important topic. Although much research has processed a large size of collections, a few studies have attempted to integrate both patent classifications and specifications for analyzing user queries. Consequently, the queries are often insufficiently analyzed for improving the accuracy of search results. This paper aims to address such limitation by exploiting semantic relationships between patent contents and their classification.

The contributions are fourfold. First, the authors enhance similarity measurement between two short sentences and make it 20 per cent more accurate. Second, the Graph-embedded Tree ontology is enriched by integrating both patent documents and classification scheme. Third, the ontology does not rely on rule-based method or text matching; instead, an heuristic meaning comparison to extract semantic relationships between concepts is applied. Finally, the patent search approach uses the ontology effectively with the results sorted based on their most common order.

The experiment on searching for 600 patent documents in the field of Logistics brings better 15 per cent in terms of F-Measure when compared with traditional approaches.

The research, however, still requires improvement in which the terms and phrases extracted by Noun and Noun phrases making less sense in some aspect and thus might not result in high accuracy. The large collection of extracted relationships could be further optimized for its conciseness. In addition, parallel processing such as Map-Reduce could be further used to improve the search processing performance.

The experimental results could be used for scientists and technologists to search for novel, non-obvious technologies in the patents.

High quality of patent search results will reduce the patent infringement.

The proposed ontology is semantically enriched by integrating both patent documents and their classification. This ontology facilitates the analysis of the user queries for enhancing the accuracy of the patent search results.

Purpose – This chapter describes an assessment tool that not only contains all of the good qualities of formative assessments, in that it informs teaching and is based on systematic observation of the learner engaged in reading and writing, but also possesses the same good qualities as standardized assessments, in that a student's performance can be compared to other students over time.

Methodology/approach – The chapter begins with an overview of Clay's interactive literacy processing theory. The value of using observation is discussed and a case is made that when observations are conducted in a systematic way, the assessment can possess all the same qualities of a good standardized instrument. Two first-grade students' assessment data from the Observation Survey (OS), one a struggling reader and the other working at low-average level, are shared in order to demonstrate how to interpret the assessment data using Clay's literacy processing theory and how to use those interpretations to inform teaching.

Practical implications – Systematic observation of children engaged in reading, and writing continuous text, allows the teacher to observe behaviors that can be used to infer what a reader is using and doing while reading.

Value – This assessment information can be used to effectively scaffold literacy instruction and a child's reading performance.

With the proliferation of Web 2.0 and the travel-related user-generated content platforms, researchers can obtain abundant unsolicited data to examine guests’ perceptions, preferences and behaviors. Drawing on online reviews, this study aims to identify the key factors that determine guest satisfaction in lodging businesses.

A total of 400 English-language reviews posted about the best-rated hotels in Istanbul, Turkey, according to TripAdvisor’s ranking system, were selected and content-analyzed. A hybrid approach of inductive and deductive content analysis was adopted in this study.

The findings suggested that the quality and size of rooms, along with the service quality from staff, mainly determine guest satisfaction. The findings also reveal that relatively young European male travelers who stay in couple and with family are more likely to share their accommodation experiences in cyberspace.

The study adds to the literature on the determinants of guest satisfaction by examining online reviews. Unlike research using conventional research methods, the present study contributes to the existing literature of guest satisfaction in the hotel industry by harnessing the power of the word of mouse.

This study aims to evaluate elements of corporate communication in online communities (OCs) and their influence on corporate impression formation. Interactive online platforms such as OCs are growing. Companies are discovering their importance and increasingly include OCs in their communication activities. The present study identifies the underlying components relevant to successful corporate communication in OCs, and further explore if and how online community members (OCMs) expect companies to communicate with them, explaining how corporate impressions are formed.

A qualitative research method was chosen, consisting of two stages. In stage one, 17 expert interviews with academics and practitioners were conducted, and in stage two, 12 OCMs were interviewed to clarify the concepts and gain new insights.

The study gains new knowledge relating to corporate communication in OCs and image formation. Specifically, the authors identify and confirm important key constructs in corporate impression formation in OCs, namely, relevance of messages, communication style, social context cues, affiliation, perceived similarity, source credibility and interpersonal communication. Furthermore, a conceptual model is proposed on the relationship between communication elements relevant in online communities and their influence on corporate impression.

The study helps to refine existing concepts of corporate impression formation in OCs. It is suggested that understanding how corporate impression is formed in OCs helps companies to participate in virtual networks, improving their corporate impression.

This study extends prior findings on word-of-mouth on the Internet (word-of-mouse) to demonstrate that communication among virtual community (VC) members can influence the image formation process, such that positive word-of-mouse has a positive effect on corporate image.

The purpose of this paper is to use results from a comprehensive analysis of a physician‐prescribing model to draw guidelines on how to promote a new drug in the presence of competing older drugs, in a chronic therapeutic state.

The authors use an extensive database from SDI Health, LLC, and a second data set from IMS Health. They calibrate their model using logarithmic regression methodology. The dependent variable in the model is number of new prescriptions and the explanatory variables are physician and patient characteristics, and marketing variables.

The authors' estimates imply that heavy prescribers are likely to be specialists, be in solo practice, have more experience, receive more sales rep traffic, have more HMO affiliations, have a higher proportion of patients in HMOs, write more prescriptions across all therapeutic categories, see a higher number of patients, receive more free samples from the sales reps, have more rep intensity in their offices, and allow longer visits by sales reps.

This model has novel implications for drug manufacturers on the effect of time‐in‐the‐market. Accordingly, new drug makers are well‐advised to wait until a drug gets established in the community for it to be prescribed more heavily by specialists and target physicians in solo practice and newer physicians to speed up the adoption process. Furthermore, for newer drugs traditional forms of detailing via a live sales rep are not as effective as for older more established drugs – the new‐drug manufacturer can try other means such as e‐detailing, social media, direct‐to‐consumer advertising, and word‐of‐mouth/mouse to initiate market share.

The purpose of this study is to contrast the effects of four exit barriers on word of mouth activities. Monetary, service loss, social and convenience exit barriers are compared. The differential effects of these four barriers on the valence of word of mouth (positive, negative), the type of word of mouth recipient (weak tie, strong tie) and the motives (catharsis, company sabotage) for spreading word of mouth are studied.

The data for empirically addressing a set of hypotheses were collected from 185 consumers. The hypotheses were analyzed using ANOVA models along with post hoc tests.

The results suggest that the type of exit barrier matters. Exit barriers, with respect to word of mouth activities, seem to fall on a continuum. On one extreme, the most detrimental barriers are monetary hurdles, and on the other end, the least detrimental barriers are convenience hurdles. Monetary barriers are responsible for the most negative word of mouth and company sabotage. Social and convenience barriers lead to significantly less.

The implications for erecting exit barriers are discussed. In particular, the value of monetary barriers is questioned. The benefits of such involuntary customer retention methods may be offset by the sabotage they invite through negative word of mouth.

The paper provides insights into word of mouth activities of dissatisfied customers that are trapped by various exit barriers. The word of mouth activities investigated include valence, recipient type and motives. The study contrasts monetary, service loss, social and convenience exit barriers.

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.

Massive shifts in the recruitment landscape, the continually changing nature of work and workers, and extraordinary technological progress have combined to enable unparalleled advances in how current and prospective employees receive and process information about organizations. Once the domain of internal organizational public relations and human resources (HR) teams, most employment branding has moved beyond organizations’ control. This chapter provides a conceptual framework pertaining to third party employment branding, defined as communications, claims, or status-based classifications generated by parties outside of direct company control that shape, enhance, and differentiate organizations’ images as favorable or unfavorable employers. Specifically, the authors first theorize about the underlying mechanisms by which third party employment branding might signal prospective and current employees. Second, the authors develop a framework whereby we comprehensively review third party employment branding sources, thus identifying the different ways that third party employment branding might manifest. Third, using prototypical examples, the authors link the various signaling mechanisms to the various third party employment branding sources identified. Finally, the authors propose an ambitious future research agenda that considers not only the positive aspects of third party employment branding but also potential “dark sides.” Thus, the authors view this chapter as contributing to the broader employment branding literature, which should enhance scholarly endeavors to study it and practitioner efforts to leverage it.

Defines the pester power phenomenon as the repeated delivery of unwanted requests, arguing however that this is not the main driving influence in purchasing behaviour. Shows instead that a large number of highly successful products, notably Harry Potter, became popular not through marketing but via word‐of‐mouth, and the staying power (or stickiness) of a product like Pokemon illustrates the importance of social learning. Recounts the experiment of Stanley Milgram’s chain letter, and the Six Degrees of Kevin Bacon game, which shows the amount of connectedness in society. Relates this to diffusion research is central to word‐of‐mouth marketing, and also mentions viral marketing and coolhunting, both of which involve word‐of‐mouth.