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Article
Publication date: 2 September 2019

Ehsan Abedi, Davood Ghorbanzadeh and Atena Rahehagh

Today, consumers play an active role in creating, generating and distributing the electronic word of mouth (eWOM) independent of marketers. Customer acquisition through…

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Abstract

Purpose

Today, consumers play an active role in creating, generating and distributing the electronic word of mouth (eWOM) independent of marketers. Customer acquisition through referrals and word of mouth (WOM) has thus become an important goal for firms. In addition, mobile social networks have created valuable opportunities for eWOM. People are now able to discuss products and services of brands with their friends and acquaintances. The purpose of this paper is to examine the influence of eWOM information on consumers’ behavioral intentions in mobile social networks.

Design/methodology/approach

This study employed the information adoption model (IAM), theory of reasoned action and social exchange theory to investigate the influence of eWOM information on consumers’ behavioral intentions in mobile social networks. The study used 394 respondents to evaluate the proposed model using SmartPLS software.

Findings

Results show that the quality and credibility of eWOM information has a positive direct effect on perceived information usefulness. Attitude toward eWOM information mediates the influence of perceived information usefulness on information adoption. Also, attitude toward eWOM information has a significant positive influence on behavioral intentions, such as purchase intention and forwarding of eWOM information. However, information adoption does not have any significant relationship with the forwarding of eWOM information.

Research limitations/implications

This study seeks to address the dearth of research in the field of mobile social networks, especially regarding eWOM information. The study proposes a new model and empirically validates the hypothesized relationships. This research can serve as a stepping-stone for future research in this field.

Practical implications

This research is one of the first studies focusing on the influence of eWOM information, especially in mobile social networks. The research offers comprehensive and empirically validated factors pertaining to eWOM information in mobile social networks. The results of this study may be useful also for practitioners and managers of online companies.

Originality/value

A new eWOM IAM in mobile social networks is proposed based on information characteristics and consumer behavior. The model is validated afterward.

Details

Journal of Advances in Management Research, vol. 17 no. 1
Type: Research Article
ISSN: 0972-7981

Keywords

Article
Publication date: 31 March 2021

Li-Chun Hsu

This study developed a new interpretation of the attitude contagion theory, with the information adoption model (IAM) as the theoretical basis. A review of electronic…

1096

Abstract

Purpose

This study developed a new interpretation of the attitude contagion theory, with the information adoption model (IAM) as the theoretical basis. A review of electronic word-of-mouth studies was conducted by using informational and individual determinants to develop an integrated empirical model that identified the antecedents and consequences of consumer attitude toward online reviews.

Design/methodology/approach

This study recruited 750 members of Facebook beauty fan pages in Taiwan and used the structural equation model to test research hypotheses.

Findings

Results revealed that perceived “ electronic word-of mouth (eWOM) credibility of online reviews” and “product involvement” could be used to explain the effects of attitude toward online reviews. Regarding the attitude contagion effect, the effect of “attitude toward online review” on both “attitude toward a product” and “attitude toward a brand” is stronger than that on “eWOM adoption.”

Originality/value

This paper provides valuable insights into the antecedents, consequences and mediating mechanisms that determine consumer attitude toward online reviews.

Details

Journal of Enterprise Information Management, vol. 35 no. 2
Type: Research Article
ISSN: 1741-0398

Keywords

Book part
Publication date: 8 November 2021

Muhammad Rizal, Endang Ruswanti and Moehammad Unggul Januarko

Electronic word of mouth (eWOM) is a digital marketing method that has been considered by some companies as an effective and efficient approach to enhance social learning…

Abstract

Electronic word of mouth (eWOM) is a digital marketing method that has been considered by some companies as an effective and efficient approach to enhance social learning and the environment for the customers. A social media user could benefit from gaining information from other users to aid their decision-making process. Instagram is an example of a social media platform that could be utilized for the application of eWOM. It could serve as a source of quality, credible and detailed information, and a channel to increase customer interactions and trust. This study aims to determine the effects of eWOM information generated through Instagram on patients’ intention to join the in vitro fertilization (IVF) programs. By adopting the information acceptance model (IACM) theory, several parameters were evaluated: information quality, credibility, usefulness, adoption, attitude toward information, and purchase intention. The structural equation modeling (SEM) was used to analyze as many as 200 respondents of Morula IVF Jakarta and were active Instagram users. The results showed that the adoption of information and attitude toward information had considerably influenced patients’ intentions to join the IVF programs. Such circumstances might have occurred as a result of the increase in information exchange about IVF, through the discussions and sharing of experiences by patients on Instagram. Furthermore, information usefulness was demonstrated to affect information adoption and was influenced by the credibility of information and attitudes toward information. Nonetheless, one variable which did not display any effects on the usefulness of information was the quality of information. In summary, the characteristics of eWOM information that were conveyed on Instagram could affect the intention of patients in joining the IVF program.

Details

Environmental, Social, and Governance Perspectives on Economic Development in Asia
Type: Book
ISBN: 978-1-80117-895-2

Keywords

Article
Publication date: 4 August 2021

Bee Lian Song, Chee Yoong Liew, Jye Ying Sia and Kanesh Gopal

Young consumers are increasing using electronic word-of-mouth (eWOM) in travel social networking sites to make purchase decisions. This paper aims to test the extended…

1029

Abstract

Purpose

Young consumers are increasing using electronic word-of-mouth (eWOM) in travel social networking sites to make purchase decisions. This paper aims to test the extended Information Adoption Model (IAM) that places perceived usefulness and information adoption as consequences of argument quality, source credibility, information quantity and emotive word comprehension, and as an antecedent of purchase intentions.

Design/methodology/approach

Data are collected through survey questionnaire from 405 hotel young customers in Malaysia, who had experienced travel social networking sites. The hypothesized relationships were analysed using structural equation modelling.

Findings

The results show that argument quality, source credibility, information quantity and emotive word comprehension have positive effect on the perceived usefulness of eWOM. Perceived usefulness has positive influence on the information adoption of eWOM, which in turn predicts the young consumers’ purchase intentions.

Research limitations/implications

The present study strengthens and advances the existing literature on tourism, social media and marketing by offering an extension to the IAM. The proposed extended model of IAM is verified and applied effectively in the context of eWOM for travel social networking sites.

Practical implications

Practitioners and marketers of travel social networking sites can improve the usability and effectiveness of eWOM to attract more young consumers.

Originality/value

The study contributes to the extension of IAM by adding information quantity and emotive word comprehension. This research validated the significant roles of eWOM argument quality and source credibility in predicting the information usefulness of eWOM.

Article
Publication date: 20 June 2020

Ahmad Daowd, Ruaa Hasan, Tillal Eldabi, Piyya Muhammad Rafi-ul-Shan, Dongmei Cao and Naphat Kasemsarn

With the ever-expanding online shopping, electronic word-of-mouth (eWOM) has become a significant factor affecting the consumer decision-making behaviour. This is…

Abstract

Purpose

With the ever-expanding online shopping, electronic word-of-mouth (eWOM) has become a significant factor affecting the consumer decision-making behaviour. This is specially the case when considering Generation Y (Millennials), who are old enough to be independent buyers and young to be almost immersed in online living. This article aims to assess the impact of eWOM on purchase intention by developing a conceptual model of hypotheses encompassing a multitude of factors that may be associated with this relationship.

Design/methodology/approach

The researcher investigates what factors impact eWOM credibility and make the consumer may adopt it when making a purchase. To examine our research model, a quantitative approach is employed for this purpose using a sample through online survey from Thailand – where there is a large number portion Generation Y consumer base.

Findings

It was found that source style as a visual attribute information is the most significant factor that may impact eWOM credibility in addition to source credibility, argument quality and source homophily, respectively.

Practical implications

From a practical point of view, it helps firms to understand what needs to be taken into consideration when building their marketing strategy.

Originality/value

This is believed to add significant insights into the eWOM literature by identifying its route of impact toward the purchase intention on Generation Y.

Details

Journal of Enterprise Information Management, vol. 34 no. 3
Type: Research Article
ISSN: 1741-0398

Keywords

Article
Publication date: 4 November 2021

Anubha

The purpose of this study is to examine the role of attitude as a mediator in exploring the Halal cosmetics purchase intention of Indian Muslim women. Various drivers of…

Abstract

Purpose

The purpose of this study is to examine the role of attitude as a mediator in exploring the Halal cosmetics purchase intention of Indian Muslim women. Various drivers of electronic word of mouth (eWOM) (quality, quantity, consistency and quantity) have been tested as antecedents of purchase intention through the lenses of the elaboration likelihood model (ELM).

Design/methodology/approach

The positivist paradigm approach has been used to test the proposed mediation model using structural equation modelling. Responses of 313 Indian Muslim women who read reviews shared on various social media platforms before making any halal cosmetics purchase intention have been used for the final analysis. Mediation was tested using bootstrapping.

Findings

The findings of the study revealed that attitude towards halal cosmetics mediates the relationships of various drivers of eWOM with halal cosmetics purchase intention. However, it was observed that this mediation was partial in the context of eWOM quality, eWOM valence and eWOM consistency. Furthermore, for eWOM quantity, the mediation effect was full as the direct impact of eWOM quality on halal cosmetics purchase intention was not significant but its indirect impact on the latter via attitude was found to be significant.

Research limitations/implications

This study adds to the marketing communication literature, especially in the context of eWOM. The study also validates ELM theory in explaining the attitude that shapes the halal cosmetics purchase intention, thus the current study enriches the ELM literature.

Practical implications

The current study offers several implications for halal cosmetics marketers. It offers various suggestions to them on how to capitalize on eWOM as it influences Indian Muslim women’s purchasing intention for halal cosmetics by shaping their attitude towards such cosmetics favourably.

Originality/value

With reference to halal cosmetics, the current study offers a new perspective by examining the purchasing intention for such cosmetics based on various drivers of eWOM. The attitude towards halal cosmetics as a mediator has helped in better explaining the purchase intention for halal cosmetics.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 17 July 2020

Chananchida Ngarmwongnoi, João S. Oliveira, Majd AbedRabbo and Sahar Mousavi

This paper aims to investigate customers' motives to engage with electronic word of mouth (eWOM), as well as the effect of eWOM on customer behavior, both at the purchase

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Abstract

Purpose

This paper aims to investigate customers' motives to engage with electronic word of mouth (eWOM), as well as the effect of eWOM on customer behavior, both at the purchase and post-purchase stages.

Design/methodology/approach

A qualitative approach was adopted, consisting of 30 semi-structured interviews with Thai consumers. Thematic analysis was used to analyze the data.

Findings

Information validation, product evaluation, purchase and post-purchase validation are key motives for consumers to search for eWOM. Furthermore, eWOM quantity, eWOM credibility and attitudes toward eWOM play a critical role in evaluation of information usefulness and adoption. Moreover, five different types of shoppers were identified according to their purchase behavior after adapting eWOM: prompt shoppers, in-store shoppers, promotion shoppers, conservative shoppers and remedy shoppers.

Originality/value

While the implications of the adoption of eWOM have been explored in previous research, there is limited understanding in terms of the impacts of eWOM on the customer journey. This study addresses this research gap by investigating not only customers' motives to engage with eWOM but also its effect on their behavior at the purchase and post-purchase stages.

Details

Journal of Consumer Marketing, vol. 37 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 16 July 2021

Merve Albayrak and Cemil Ceylan

The aim of this research is to combine and synthesize the findings of previous studies search for the effects of eWom on purchase intention by meta-analysis.

Abstract

Purpose

The aim of this research is to combine and synthesize the findings of previous studies search for the effects of eWom on purchase intention by meta-analysis.

Design/methodology/approach

The paper shows a meta-analysis process step by step. Within the scope of certain criteria, the studies in the Google Scholar and ITÜ library databases were eliminated and the results of the remaining 19 studies were analyzed in CMA (Comprehensive Meta-Analysis) program.

Findings

By conducting a meta-analysis of the research question, a common effect size was obtained from 19 studies. In addition, the effect size of 21 eWom (electronic word of mouth communication) factor on purchasing intention related to the 21 hypotheses defined in the study was obtained by means of meta-analysis separately.

Originality/value

With the increasing number of Internet users, the desire to share their comments and ideas on the Internet, and the increasing importance of electronic word of mouth communication in our lives, people's decisions have started to be affected by this situation. One of the decision-making movements is the purchase intention. Therefore, it is expected to see more researches on meta-analysis for the effect of eWom on purchase intention in the following years.

Details

Data Technologies and Applications, vol. 55 no. 5
Type: Research Article
ISSN: 2514-9288

Keywords

Article
Publication date: 17 December 2021

Alaeddin Ahmad, Manar Mousa AlMallah and Majd AbedRabbo

This research aims to investigate the influence of electronic word-of-mouth (eWOM) on the diffusion rate of innovation in the context of entrepreneurial firms in emerging…

Abstract

Purpose

This research aims to investigate the influence of electronic word-of-mouth (eWOM) on the diffusion rate of innovation in the context of entrepreneurial firms in emerging markets. It examines a comprehensive model for the effect of eWOM dimensions (including Content, Intensity, Positive Valence and Negative Valence) on the diffusion of innovations. Thus, it provides new insights on how entrepreneurial firms can use eWOM as a communication tool to facilitate the diffusion rate of innovations in emerging markets.

Design/methodology/approach

A quantitative approach was adopted, consisting of 215 responses from Jordan. Data were analysed using Linear regression analysis tools.

Findings

A significant relationship exists between eWOM dimensions (Content, Intensity, Positive Valence and Negative Valence) and the Diffusion Rate of Innovations. In emerging markets, eWOM content highlights critical information regarding consumers’ sentiments towards new products (including features, price, design), which consumers use in judging innovations. Especially when there is a high volume of eWOM about a new product, consumers are likely to gain reassurances regarding their purchase decisions. Specifically, the valence of eWOM (including reviews, complaints and suggestions) generate adoption/risk-aversion attitudes towards new products. Consequently, entrepreneurial firms must carefully analyse eWOM regarding their products and integrate them into their marketing strategy. 10;

Originality/value

This research extends the eWOM literature by developing a comprehensive model for the effect of eWOM dimensions on the diffusion of innovations. Additionally, it sheds new light on the effect of eWOM valence on consumers’ attitudes towards innovations. Finally, it provides significant theoretical and managerial implications and future research direction to deepen our understanding of the effect of eWOM on entrepreneurial firms.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 24 no. 1
Type: Research Article
ISSN: 1471-5201

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

1 – 10 of 948