Search results

The study aims to construct a model that illustrates the relationship between receiving and sharing negative electronic word-of-mouth (e-WOM), consumer resistance to innovation (CRI), and customer loyalty.

Utilizing questionnaire surveys and regression model analysis, this study examines the case of smartphones to explore the impact of customer loyalty and CRI on the spread of negative e-WOM.

The results show that when consumers receive negative e-WOM, it increases their resistance to innovation, consequently raising the probability of them sharing this negative feedback. However, strong customer loyalty mitigates this interaction. Interestingly, customer loyalty increases the likelihood of consumers sharing negative e-WOM upon receiving it. This suggests that loyal consumers tend to be more inclined to share information, regardless of its positivity or negativity.

The paper contributes by examining the mechanisms linking the receipt and dissemination of e-WOM, CRI, and customer loyalty, along with the moderating impact of customer loyalty.

Electronic word-of-mouth (e-WOM) has emerged as a pivotal factor in consumer decision-making, particularly within the tourism industry. This study aims to know the critical dimensions of e-WOM and examines their effects on tourist purchase intentions in India and Vietnam, seeking to determine whether these impacts vary significantly between the two markets.

Using a robust methodological framework, the research integrates factor analysis, structural equation modelling and t-tests to analyze the data collected from 248 Indian and 230 Vietnamese participants through self-administered questionnaires.

The analysis identifies three key dimensions of e-WOM – quality, volume and integrity and reveals that e-WOM exerts a significant and positive influence on tourist purchase intentions in both countries. Notably, the study uncovers distinct cross-cultural variations in this impact.

This investigation contributes to the existing literature by spotlighting the differential effects of e-WOM in the Indian and Vietnamese tourism sectors, thereby providing valuable insights for industry stakeholders aiming to capitalize on e-WOM in varied cultural contexts.

This study examined the role of brand experience (BE) dimensions (behavioural, intellectual, sensory and affective) to predict electronic word of mouth (e-WoM) through the mediating effect of brand love (BL) in the Egyptian organic cosmetics context.

In accordance with the non-probability convenience sampling procedure and through an online survey, the study collected 312 responses from female consumers who have used Egyptian organic cosmetics brands regularly within the past two years.

The findings revealed that BE has a significant direct positive effect on BL. BE has also had a significant direct positive effect on e-WoM. In addition, BL has a significant direct positive effect on e-WoM. Finally, BL is a significant mediator between BE and e-WoM.

This study offered several managerial recommendations. By considering BE as a tool, organic cosmetics' brand owners and managers can effectively develop and implement various experiential marketing strategies to create a love for that brand and develop long-term relationships with consumers, which in turn will lead to positive e-WOM.

This is a new study that uses Fournier’s relationship theory to investigate BE on BL to predict e-WOM in the context of Egyptian organic cosmetics brands. New insights are provided for the mediating effect of BL between BE and e-WoM in the context of Egyptian organic cosmetics brands.

All presidential and legislative candidates want to be the winner. However, they do not know the determinants of voters' reasons for making choices. This study aims to investigate the role of education level, political party brand reputation, religiosity brand personality and e-WOM on voters' decisions with implications for voters' loyalty.

The survey method was used to collect data from 1206 respondents who have the right to vote through offline and online using Google forms shared on social media platforms—data analysis using Structural Equation Modeling using the SmartPLS 4.0 program.

The results showed that Brand Reputation of Politics can encourage brand Religious Personality and e-WOM. Brand Religious Personality is a factor that causes the decision to vote. However, the level of education is not a determining factor for Brand Religious Personality and e-WOM. In addition, brand religious personality, e-WOM and Decision to vote can mediate Brand Reputation of Political loyalty.

The findings from this study can help political parties and candidates develop strategies tailored to voters' needs and increase their chances of winning elections.

The novelty in this study is the development of a model that has never been tested before that uses factor sources from marketing science literacy such as Brand, e-WOM and Loyalty. This study also used moderation variables namely choosing decisions, e-WOM, and religious brand personality. The object of this research was conducted in Indonesia, which is included in the list of developing countries but has never been done in any country. The analysis tool uses the new SEM-PLS version 4.0, so it has a level of novelty and implications that are important for political marketing.

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.

The authors' research examines how negative electronic word-of-mouth (e-WOM) alters focal customers' post-recovery justice perceptions and attitudes to determine their future behavior with the service provider. Specifically, this paper develops and tests a conceptual model to investigate how negative e-WOM alters focal customers' perceptual and attitudinal outcomes after the service recovery experience. It also examines the post-recovery effect of negative e-WOM on focal customers’ willingness to patronize the service after their recovery experience.

To test the hypotheses, two pretests and two experimental studies with created scenarios in the retail context were conducted.

The authors' findings reveal that services are judged during and well beyond failure and recovery occurrences. To maintain a loyal customer base, service managers should develop processes that address service complaints both within and beyond the service consumption stage. The authors also find that despite a favorable recovery, focal customers gravitate toward the failure experience and develop unfavorable attitudes toward the service provider, leading to likely defections.

The authors' research demonstrates the persuasive power of negative e-WOM at the post-service recovery stage, making a unique contribution to the service recovery literature. This research also contributes to the persuasive effect of negative e-WOM, demonstrating message context as a boundary condition of negative e-WOM effects. In general, the authors' work highlights the importance of understanding the psychological processes involved in eliciting the persuasive influence of negative e-WOM in the post-service recovery stage that may lead to the defection of “so-called” successfully recovered customers.

The primary aim of this study is to identify and analyze the key factors that impact the intentions of Jordanian tourists to visit and revisit destinations using the Jannah Jo app.

A self-administered questionnaires via Google Forms was employed comprising a sample of 401 Jordanian tourists who have the Jannah Jo app. Partial least squares-structural equation modeling approach was applied for hypotheses testing.

The present investigation has revealed that the constructs of perceived ease of use (PEU), perceived usefulness (PU) and perceived value (PV) exerted a significant and positive impact on electronic word of mouth (e-WOM). Additionally, e-WOM was observed to wield a positive and significant influence on the attitudes of consumers' decision-making, thereby ultimately affecting the intentions of Jordanian tourists with regard to their decisions to visit and revisit destinations. Nevertheless, it is noteworthy that the results indicated that neither augmented reality nor content quality exhibited any statistically significant positive relationship with e-WOM.

Tourism agencies striving to encourage the adoption of smart applications must grasp the relevance of e-WOM within the contemporary digital milieu. Additionally, they should acknowledge the significance of tourists' intentions concerning both revisiting and initial visits. This research contends that such agencies ought to take into account the substantial influence exerted by PEU, PU and PV in shaping the favorable e-WOM discourse.

By integrating the technology acceptance model in conjunction with other relevant variables, this research strives to develop a comprehensive model that advances the comprehension of the intricate determinants affecting tourists' engagements with mobile applications. Furthermore, it is noteworthy that this study represents the initial investigation conducted in the Middle East, specifically in Jordan, on this subject matter.

This study clarifies the integration-related effects of photos and text on consumer information processing and decision-making outcomes.

The authors conducted an experiment by recruiting 162 workers from Amazon Mechanical Turk. These participants were randomly assigned based on a full factorial, between-subject design with four possible conditions (2 [separate vs alternate layout] × 2 [photo-first vs text-first sequence]). The authors conducted a two-way analysis of variance to test the main effects and the interaction effects of layout and sequence on perceived diagnosticity, pleasantness feelings and attitudes toward products or services reviewed through electronic word-of-mouth (e-WOM); the authors also applied Process Models 4 and 8 to explore the mechanism of these effects.

The experimental results reveal that text-first sequence is generally more effective than photo-first sequence in enhancing perceived diagnosticity and attitudes toward products or services. However, when a photo is displayed first, a separate layout is more effective than an alternate layout in enhancing perceived diagnosticity and attitudes. By contrast, regardless of the sequence, an alternate layout is more effective than a separate layout in inducing pleasantness feeling.

Future studies should further explore photo-based e-WOM, including other photo characteristics (e.g. visual quality, quantity and content).

This study provides guidelines for businesses to use photos on social media to achieve strategic goals.

This study addresses an identified need; that is, how the presentation of photo cues (e.g. layout and sequence) influences consumer decisions.

This paper aims to present a cross‐national study that investigates changes in purchase intentions of UK versus Chinese consumers following exposure to successive e‐WOM comments in the form of positive and negative user reviews for experience versus search products.

A 2(e‐WOM valence and order: negative versus positive most recent)×2(product type: experience versus search)×3(purchase intentions at t₁, t₂, t₃) repeated‐measures factorial design is used to test a set of hypotheses developed from the literature.

Chinese consumers are susceptible to recent e‐WOM comments regardless of their valence, while UK consumers anchor on negative information regardless of the order in which it is acquired. This holds particularly for experience products.

This cross‐national study contributes to the scarce literature on the impact of e‐WOM on consumer purchase decisions by comparing UK and Chinese consumers. The authors suggest that culture moderates the development of product evaluations following exposure to e‐WOM.

In recent years, electronic word-of-mouth (e-WOM) concerning travel products reflected in online review information has become an important reference for tourists to make their product purchase decisions, while for travel service providers (TSPs), monitoring and improving the e-WOM of their travel products is always an important task. Therefore, based on the online review information, how to capture e-WOM of travel products and find out specific ways to improve the e-WOM is a noteworthy research problem. The purpose of this paper is to develop a method for capturing and analyzing e-WOM toward travel products based on sentiment analysis and stochastic dominance.

Specifically, online review information of travel products is first crawled and preprocessed. Second, sentiment strengths of online review information toward travel products concerning each feature are judged. Then, the matrix of structured online review information toward travel products is formed. Further, the matrix of e-WOM comparisons between any two travel products is constructed, and e-WOM ranking concerning each travel product is determined. Finally, trade-off chart models are constructed to conduct the e-WOM improvement analyses concerning the travel products.

An empirical study based on the online review information toward six travel products crawled from the Tuniu.com website is given to illustrate the use of the proposed method.

The proposed method can not only realize the real-time e-WOM monitoring to travel products but also be useful for TSPs to improve the e-WOM of their travel products.