Search results

This study aims to examine how the theory of planned behaviour and technology acceptance theory can be used to understand the adoption of non-pharmaceutical interventions (NPIs). The relationships between attitudes, behavioural intentions towards using NPIs, actual use of NPIs and word-of-mouth (WOM) were examined and compared between early and late adopters.

A survey was conducted to test the hypotheses with partial least squares structural equation modelling (n = 278).

The results indicate that relationships between attitudes, intentions and behavioural intentions were positive and significant in the whole data set – and that there were differences between the early and late adopters. WOM had no substantial relationship with actual usage and early adopters’ behavioural intentions.

This research gives a better sense of how WOM impacts attitudes, behavioural intentions and actual usage among early and late adopters of NPIs and highlights the effectiveness of WOM, especially among late adopters of NPIs. Furthermore, using the TAM allows us to make specific recommendations regarding encouraging the use of NPIs. A new three-stage communications model is introduced that uses early adopters as influencers to reduce the NPI adoption time by late adopters.

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

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.

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.

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.

The purpose of this study is to conduct a systematic study of important research trends and published electronic word of mouth (eWOM) studies over the past 20 years in the emerging economy. This research is designed to identify the key areas of eWOM based on the Antecedents-Consequence-Intervention (ACI) framework. This paper is also aimed to analyze the current research status of each WOM area and critically review each area for developing future research directions.

616 articles were selected from 112 journals for in-depth review analysis. For the systematic review of articles, an ACI framework was adopted. This paper used systematic review analysis methodology to critically analyze important research studies in each area of the ACI framework with a set of research questions.

Results identify six significant areas of eWOM, i.e. WOM antecedents, outcomes, senders, receivers, eWOM platform and eWOM management representing the whole environment. The result highlights increasing research interest on mixed eWOM and rich eWOM content and market-level source credibility factors. Research also identifies research gaps based on the ACI framework.

Analyzing the recent trends in the eWOM environment with the SLR approach and linking these trends to the ACI framework with a future research agenda in the emerging market indicated a pioneering attempt in eWOM research.

This study aims to investigate the critical role of online brand community (OBC) engagement and brand evangelism: the role of age, gender and membership number.

To achieve the study’s objective, 303 active Facebook OBC users were surveyed. The AMOS structural equation modelling (SEM) is used to test the hypothesised model.

The results indicate that OBC engagement improves brand evangelism. Specifically, the results show that age, gender, and OBC membership number moderate the relationship between OBC engagement and brand evangelism. Interestingly, this study found that female, younger and low-OBC follower consumers more significantly contribute to nourishing brand evangelism than male, older and high-OBC follower counterparts.

OBC engagement is validated as a key brand evangelism driver, further substantiating its role as a crucial strategic metric. Moreover, age, gender and OBC membership number as moderating factors in the association between OBC engagement and brand evangelism (word of mouth referral, brand defence and future purchases) have been verified. Although the findings suggest that improved OBC engagement contributes to evangelism, this effect transpires more significantly among female, younger and low-OBC followers than male, older and high-OBC followers.

This study aims to investigate two primary objectives. First, this study examines the influence of modified service quality dimensions on Islamic bank customer satisfaction using a compliance, reliability, empathy, assurance, tangible, operational efficiency, responsiveness (CREATOR) model. Second, the study explores the relationship between customer satisfaction, trust, loyalty and word of mouth (WOM) in Islamic banking of Pakistan.

The proposed model was analyzed using PLS-SEM-based approach. A total of 312 usable responses were used for data analysis.

The results indicate that all CREATOR dimensions have a significant positive impact on Islamic banks’ customer satisfaction. Similarly, this study also found a significant positive relationship between customer satisfaction, trust, loyalty and WOM. Overall, this study modified a well-established service quality framework by successfully implementing the CREATOR model in Islamic banking.

This study will provide helpful policy guidelines for Islamic bank managers improve their service quality and strengthen their relationships with existing and new customers. The authors are also sure that their proposed model will add value to the ongoing service quality literature by indicating the role of operational effectiveness in increasing customer satisfaction and promoting positive WOM.

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?

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.

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.

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.

The aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.

To test the model hypotheses, sports consumers who use social media and have purchased at least one online sports product were selected as the research group. Online survey method was used, and 836 participants were reached. The model was tested with structural equation modeling (SEM) through smart PLS software.

As a result, the quality, credibility and usefulness of the information consumers encounter on online platforms cause them to adopt information about products or services, and then exhibit online purchase behavior. While the attractiveness and trustworthiness of celebrities are seen as important factors affecting consumers' online purchase of sports products, the effect of celebrity expertise was found to be ineffective in this study.

Marketers can develop more effective eWOM strategies by considering consumers' expectations. Businesses that want to implement an effective marketing strategy may prefer celebrities in product promotions or advertisements of their brands.

This research revealed the effect of eWOM and celebrity endorsement on the online purchase behavior of sports consumers in terms of the sports industry. Unlike previous studies, this study examined these variables together on sports consumers and contributed to the development of models.

Many restaurants offer high-quality service to their customers, hoping to provide memorable experiences that influence their loyalty and electronic word of mouth (eWOM). However, consumers' memorable experiences do not always imply positive eWOM. This study aims to (1) verify the direct impacts of the perceived quality by consumers of casual dining restaurants on positive emotions, negative emotions and memorable experiences; (2) investigate the impacts of memorable experiences on the propensity to loyalty and eWOM; (3) test the moderating effect of consumer behavioural engagement on social networking sites (CBE-SNS) on the relationship between memorable experiences and eWOM.

This survey included 475 university students in Brazil. Participants answered an electronic form about their experiences in casual dining restaurants. Structural equation modelling tested the hypothetical model based on the stimulus-organism-response (S-O-R) theory (Mehrabian and Russell, 1974).

The quality perceived by restaurant consumers (stimulus) positively impacts their memorable experiences and positive emotions and negatively affects their negative emotions (organism). Memorable experiences positively impact the propensity to loyalty (response). The CBE-SNS moderates the intensity of the relationship between memorable experiences (organism) and eWOM (response).

This study is the first that demonstrates the relationships between perceived quality, positive and negative emotions, memorable experiences, the propensity to loyalty and CBE-SNS and e-WOM in restaurants. Casual dining restaurants must offer their customers services with high perceived quality, positively impacting their emotions and their memorable experiences. Finally, restaurants must create strategies and actions to increase the CBE-SNS to encourage them to share their memorable experiences through eWOM.

Consumers are increasingly choosing social media over other channels and mechanisms for grievance redressal. However, not all social media grievances elicit a response from businesses. Hence, in this research the authors aim to explore the effect of the complainant's social characteristics and the complaint's social and content characteristics on the likelihood of receiving a response to a grievance from the business on social media.

The authors build a conceptual model and then empirically test it to explore the effect of the complainant's characteristics and the complaint's characteristics on the likelihood of response from a business on social media. The authors use data of consumer grievances received by an Indian airline operator on Twitter during two time periods – the first corresponding to lockdown during Covid-19 pandemic, and the second corresponding to the resumption of business as usual following these lockdowns. The authors use logistic regression and the hazard rate model to model the likelihood of response and the response delay, respectively, for social media customer grievances.

Complainants with high social influence are not more likely to get a response for their grievances on social media. While tagging other individuals and business accounts in a social media complaint has negative effect on the likelihood of business response in both the time periods, the effect of tagging regulatory bodies on the likelihood of response was negative only in the Covid-19 lockdown period. The readability and valence of a complaint were found to positively affect the likelihood of response to a social media grievance. However, the effect of valence was significant only in lockdown period.

This research offers insights on what elicits responses from a service provider to consumers' grievances on social media platforms. The extant literature is a plenty on how firms should be engaging consumers on online media and how online communities should be built, but scanty on grievance redressal on social media. This research is, therefore, likely to be useful to service providers who are inclined to improve their grievance handling mechanisms, as well as, to regulatory authorities and ombudsmen.

Mainland Chinese students are the largest group of international students globally. The role of international students in destination marketing can be seen as “Word-of-Mouth Champions”. This study attempts to examine the effect of place attachment and affinity for Mainland Chinese students on generating word-of-mouth intention towards their place of study.

Six well-trained research assistants collected paper-based questionnaires in six institutions in Macao. They chose every tenth student who passed by to fill in the questionnaire at six locations in each institution. This study employed partial least squares structural equation modelling (PLS-SEM) to estimate the strength of causal relationship among place identity, place dependence, affinity and intention to word-of-mouth.

The results of the survey from 327 students in Macao indicate that place dependence, place identity and affinity drive Mainland Chinese students to provide word-of-mouth regarding Macao. Place dependence has a positive influence on place identity, and place identity has a positive influence on affinity with residents. However, place dependence has no significant direct effect on affinity.

Evidence from this study indicates the importance of students' word-of-mouth as they as sojourners, in particular, the students' place attachment and affinity for residents is critical to positive their Word-of-mouth on destinations. This research offers insights about the potential group which need require attention.

This study fills a research gap by exploring the relationship between place attachment and social distance in influencing Mainland Chinese students' behaviour, a relationship that has rarely been investigated in tourism research. Practical recommendations are provided to the governments, universities and education enterprises according to the results of the study. From both theoretical and practical perspectives, the findings from this study suggest promoting international students to turn into real “Word-of-Mouth Champions”.