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1 – 10 of over 2000
Open Access
Article
Publication date: 20 October 2022

Xue Yang

Electronic word-of-mouth (eWOM) has become one of the most influential information sources for consumers' purchase decision-making. Based on construal-level theory and…

Abstract

Purpose

Electronic word-of-mouth (eWOM) has become one of the most influential information sources for consumers' purchase decision-making. Based on construal-level theory and from the perspective of cognitive effort, this study investigated the effects of eWOM social media types and conflicting eWOM on consumers' purchase intentions and validated the mediation role of social psychological distance, perceived value, and perceived cognitive effort.

Design/methodology/approach

Two scenario-based experiments were conducted to validate the research model. Specifically, a 2 (eWOM social media type: strong-tie vs weak-tie) × 2 (conflicting eWOM: with vs without) between-subjects design was used. ANOVA, multiple regression analysis with PROCESS, and partial least squares (PLS) were employed to test the hypotheses.

Findings

The results showed that eWOM social media types had significant effects on both social psychological distance and perceived value. The significant chain mediating effects of social psychological distance and perceived value between eWOM social media types and consumers' purchase intentions were found. In addition, conflicting eWOM had significant effects on both perceived value and perceived cognitive effort. Indirect effects of conflicting eWOM on purchase intention through perceived cognitive effort were discovered.

Originality/value

These results contribute to the eWOM literature by investigating the influences of eWOM social media types and conflicting eWOM on consumers' purchase intentions. They also contribute to construal-level theory by extending its applicability to the field of eWOM.

Details

Information Technology & People, vol. 35 no. 8
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 9 September 2022

Bilge Baykal and Ozlem Hesapci Karaca

The purpose of this study is to contribute to the existing knowledge on two aspects. First, the authors introduce a conceptual model based on the social capital theory…

Abstract

Purpose

The purpose of this study is to contribute to the existing knowledge on two aspects. First, the authors introduce a conceptual model based on the social capital theory (SCT) to understand the mechanisms through which social capital factors affect consumers’ electronic word-of-mouth (eWOM) engagement and purchase intentions via social network sites (SNSs). Second, the present study empirically tests and validates the proposed relationships that delineate social capital dimensions as crucial precursors of eWOM engagement and purchase intention in the specific SNS context, namely, Facebook, Instagram and Twitter.

Design/methodology/approach

The authors applied both exploratory and descriptive design based on a triangulation approach. The authors adapted an in-depth interview method in the first part to better specify our constructs and hypotheses. At the quantitative part, the authors conducted the survey method on 1,169 consumers as central part of the research for empirical testing and validating our conceptual model. The authors applied structural equation modeling analysis by using AMOS 22.0.

Findings

Overall, the results of this study indicate that social capital-based drivers have a significant role underlying the eWOM engagement of consumers, while engagement in eWOM has a further effect on their purchase intentions. In this study, social network culture appears as the most dominant social driver of consumers’ engagement in eWOM, followed by tie strength and interpersonal trust.

Research limitations/implications

This study extends prior research on drivers of eWOM. An integrated conceptual model under SCT is proposed and tested to verify the dimensional interrelationships and effects on consumers’ eWOM engagement and purchase intentions. Second, this work advances the understanding of eWOM behavior in a novel context, social networks. Cross-cultural comparison of our results in other regions of Turkey or different countries might enable generalizability, which is one of the limitations of the study.

Practical implications

This study highlights that consumers are incorporating recommendations into their social networking behavior. The findings of this study show that before constructing their social media strategies, marketers should first investigate the congruence between the cultural environment of the SNS in which they connect with their customers and the positioning of their products.

Social implications

This study suggests implications about privacy guidelines for SNS regulation setters. Policymakers should understand when and how consumers’ profile and social tie information should be disclosed and accessed through their eWOM behaviors and try to develop trustful regulations.

Originality/value

This study serves as the first attempt to demonstrate that social capital drivers affect consumers’ purchase intentions through their eWOM engagement by its robust conceptual model. No integrated model under SCT has ever been proposed and tested on consumers’ eWOM engagement via SNSs.

Details

Journal of Consumer Marketing, vol. 39 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 3 October 2022

Ye Zhang, Jie Gao, Anil Bilgihan and Melanie Lorenz

Hospitality businesses have been challenged to pick fitting electronic word-of-mouth (eWOM) management strategies, yet accurate return on investment assessments and…

Abstract

Purpose

Hospitality businesses have been challenged to pick fitting electronic word-of-mouth (eWOM) management strategies, yet accurate return on investment assessments and contextual contingencies interpretation essential for leveraging eWOM power are largely absent. This study aims to fill these gaps and develop a tool aiming at more holistic and accurate eWOM management assessment.

Design/methodology/approach

An agent-based model is developed based on eWOM-related hospitality/business theories and empirical evidence on the NetLogo 6.0.2 platform, wherein a series of simulated experiments are conducted.

Findings

Simulation patterns suggest that conformity to the majority’s choice of eWOM usage can be beneficial for consumption satisfaction, yet conformity to a group’s eWOM posting choice can compromise satisfaction. Compared to the brief reputation-boosting benefit of exaggerated advertising, honesty in advertising is preferable given its compatibility with competing eWOM distribution and long-term reputation benefits.

Practical implications

A preliminary tool is developed for hospitality businesses that aids the clearer interpretation of and more accurate/cost-efficient assessment of effectiveness in managing eWOM distribution. Generic directions for improved eWOM management are also provided.

Originality/value

A prototype model is established that surpasses existing models in its ability to capture the complexity of eWOM management and more accurately assess management effectiveness. The authors also reveal emerging novel patterns concerning the interactive dynamics of eWOM behaviors and contextual influences. The research also adds to the scarce agent-based model applications in hospitality research/practices and recommends future potential applications.

Details

International Journal of Contemporary Hospitality Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 19 September 2022

Jizi Li, Yue Yu, Chunling Liu and Xudong Deng

This paper aims to examine the optimal promotion strategy of an e-retailer, who may advertise, or launch rebates initiative to encourage consumers' disseminating…

Abstract

Purpose

This paper aims to examine the optimal promotion strategy of an e-retailer, who may advertise, or launch rebates initiative to encourage consumers' disseminating electronic word-of-mouth (eWOM) messages, with an aim to boost product sales.

Design/methodology/approach

This paper analyzes the decisions of the e-retailer in a two-period model, using utility function approach and backward induction method, and obtains the optimal solutions in four promotion strategies.

Findings

The study finds that rebate scheme greatly impacts the timing of advertising, and neither lower nor higher consumers' eWOM effort invariably benefits the retailer, rather, a medium level is the best choice for the retailer. When eWOM impact power is at a relatively high level, it can supplement advertising effect to attract more consumers' purchase. Otherwise, eWOM may counteract the role of advertising.

Originality/value

Different from the extant literature focusing on advertising or eWOM without rebates, the paper studies the issue of advertising and eWOM with rebates in two- period model which seldom addresses before the authors examine the optimal timing of advertising and eWOM with/without rebates in four promotion strategies i.e. the A-NE model the NE-A model the A-ER model and the ER-A model.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 18 July 2022

M. Rosario González-Rodríguez, M. Carmen Díaz-Fernández, Anil Bilgihan, Fevzi Okumus and Fangfang Shi

This study aims to investigate the relationships between electronic word of mouth (eWOM) source credibility, perceived risk and information usefulness and how they…

Abstract

Purpose

This study aims to investigate the relationships between electronic word of mouth (eWOM) source credibility, perceived risk and information usefulness and how they influence tourists’ destination visit intention and online review involvement.

Design/methodology/approach

Data for this quantitative study were collected via an online survey from 460 participants and analyzed using a partial least squares analysis.

Findings

All four dimensions of eWOM source credibility reduce travelers’ perceived risk associated with destination visits, among which homophily has the greatest influence. Lower levels of perceived risk are associated with higher perceived information usefulness, thus boosting tourists’ eWOM involvement and intention to visit a destination.

Practical implications

Results offer practical implications for how the tourism industry can exploit eWOM as an information source that consumers frequently consult. The results are also valuable for Destination Marketing Organizations, allowing them to determine what type of information promotes positive tourist attitudes and behaviors toward destinations.

Originality/value

To the best of the authors’ knowledge, this study is one of the first studies to examine the interaction between eWOM credibility, perceived risk and information usefulness and their effect on consumer behaviors in the tourism context.

eWOM 来源可信度对目的地访问意愿和在线参与的影响:以中国游客为例

研究目的

本研究调查了 eWOM 来源可信度、感知风险和信息有用性之间的关系, 以及它们如何影响游客的目的地访问意图和在线评论参与度。

研究设计/方法/途径

这项定量研究的数据是通过对 460 名参与者的在线调查收集的, 并使用偏最小二乘法分析。

研究发现

eWOM 来源可信度的所有四个维度都降低了旅行者与目的地访问相关的感知风险, 其中同质性影响最大。较低的感知风险水平与较高的感知信息有用性相关, 从而提高游客的 eWOM 参与度和访问目的地的意愿。

实践意义

本研究结果为旅游业如何利用 eWOM 作为消费者经常咨询的信息源提供了实际意义。结果对 DMO 也很有价值, 使他们能够确定哪些类型的信息可以促进游客对目的地的积极态度和行为。

研究原创性/价值

本论文是首批研究 eWOM 可信度、感知风险和信息有用性之间的相互作用及其对旅游背景下消费者行为的影响的研究之一。

Book part
Publication date: 12 November 2015

Hyejin Yoon

This study attempts to investigate how electronic Word-of-Mouth (eWOM), consisting of (1) opinion seeking, (2) opinion giving, and (3) opinion passing, influences…

Abstract

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.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-78560-271-9

Keywords

Article
Publication date: 4 March 2022

Gobinda Roy, Biplab Datta, Srabanti Mukherjee and Avinash K. Shrivastava

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

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

Keywords

Open Access
Article
Publication date: 22 February 2022

Rosha Makvandi and Milad Farzin

The present study aimed to identify the characteristics of effective messages in electronic word of mouth (eWOM) communication on social networks to be considered in the…

1025

Abstract

Purpose

The present study aimed to identify the characteristics of effective messages in electronic word of mouth (eWOM) communication on social networks to be considered in the planning of eWOM strategies. For this purpose, the present study tries to identify these factors through a qualitative approach.

Design/methodology/approach

A qualitative approach based on the thematic analysis was used with semi-structured interviews and opinions of 25 experts in the field of e-marketing and e-retailing. The collected data were analyzed and coded in the MaxQDA software.

Findings

The results of the study showed the extracted seven main themes of message sender specifications, aesthetic appearance, choosing the right content, sending strategy, message usefulness, correct targeting, type of information and also 47 subthemes. These seven criteria provide a way to design the right strategies.

Research limitations/implications

Limited studies in this area were a challenge and also integrating the opinions of the interviewees due to contradictory and different views, as well as unfamiliarity with some new approaches to digital marketing, were among the limitations of the present study that managed and controlled their effects. Practical and theoretical implications for developing and planning effective eWOMs in social networks presented.

Originality/value

Understanding the way of creating appropriate features of effective and suitable messages in the planning of eWOM strategies is crucial to digital marketers. This study recommends considering the extracted features in designing effective messages.

Details

Management Matters, vol. 19 no. 1
Type: Research Article
ISSN: 2279-0187

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

Article
Publication date: 14 April 2022

María del Carmen Berné Manero, Andrea Moretta Tartaglione, Giuseppe Russo and Ylenia Cavacece

There is a lack of research proving how electronic word-of-mouth (eWOM) is a valuable source of information in the hospitality industry for developing hotels' intellectual…

Abstract

Purpose

There is a lack of research proving how electronic word-of-mouth (eWOM) is a valuable source of information in the hospitality industry for developing hotels' intellectual capital. To fill this gap, this study aims to examine hotel managers' decision-making processes regarding the acceptance and management of eWOM and its impact on the Italian hotel ecosystem.

Design/methodology/approach

This work takes advantage of the previous contributions to present a hotel's decision-making process model regarding structural capital. It includes eWOM as a context variable and changes implemented as a dependent variable in a comprehensive model. The structural equation modelling applies to a database obtained through a survey addressed to Italian hotel managers.

Findings

The results show that eWOM plays an essential role in managers' motivations to explain hotel changes implementation. The hotel leverages eWOM information and interaction through structural, relational and human capital to enhance products, services and strategies.

Research limitations/implications

This work contributes to the extant literature by providing a comprehensive framework to explain the consequences of eWOM knowledge management from the intellectual capital view in the Italian hotel ecosystem.

Practical implications

For practitioners, this research demonstrates how hotel managers should accept and manage eWOM knowledge through intellectual capital to make determinant decisions that improve hotel performance.

Originality/value

There is a scarcity of research on modelling the acceptability and management of eWOM in the hotel ecosystem from practitioners' perspectives. This work is the first attempt to determine how eWOM knowledge management boosts hotel intellectual capital and improves service innovation and performance.

Details

Journal of Intellectual Capital, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1469-1930

Keywords

1 – 10 of over 2000