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Article
Publication date: 19 March 2018

Ji Wen, Yaou Hu and Hyun Jeong Kim

The purpose of this study is to extend cognitive appraisal theory by integrating customers’ individual difference factors, specifically cultural values. This study examines the…

3096

Abstract

Purpose

The purpose of this study is to extend cognitive appraisal theory by integrating customers’ individual difference factors, specifically cultural values. This study examines the effect of individual cultural values on hotel customers’ positive emotions and electronic word-of-mouth (eWOM) creation intention.

Design/methodology/approach

Online surveys were administered via MTurk. Adults with a recent hotel stay were invited to participate in this study. In all, 331 valid questionnaires were used for data analysis.

Findings

The results show that collectivism, indulgence and power distance have positive effects on pride, and that indulgence has a positive effect on pleasure. Both pleasure and pride have significant impacts on eWOM creation intention, with the effect of pleasure being stronger.

Practical implications

This study deepens hotel practitioners’ understanding of the formation of hotel guests’ eWOM creation intention and offers suggestions on how to facilitate eWOM advocacy.

Originality/value

This study highlights the versatility of cognitive appraisal theory with the inclusion of individual cultural values in the hotel eWOM context. This study delineates the underlying psychological process of how individual cultural values lead to positive eWOM intention via positive emotions that hotel guests experience during their visit. This psychological process is understudied, yet critical for the success of hotel companies that cater to many culturally diverse guests.

Details

International Journal of Contemporary Hospitality Management, vol. 30 no. 3
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 28 August 2019

Christin Seifert and Wi-Suk Kwon

The purpose of this paper is to examine how the sentiment of social networking site (SNS)-based brand-related electronic word-of-mouths (eWOMs) influences consumers’ engagement in…

2628

Abstract

Purpose

The purpose of this paper is to examine how the sentiment of social networking site (SNS)-based brand-related electronic word-of-mouths (eWOMs) influences consumers’ engagement in brand value co-creation and brand trust change, thereby influencing their purchase intention for the brand; and explores a potential moderating effect of mavenism.

Design/methodology/approach

A sample of 237 college students participated in an online survey to report brand-related eWOM stories to which they were exposed and the brand trust change, brand value co-creation behavior and attitude and purchase intention in response to this exposure. The eWOM stories were content analyzed into positive vs negative eWOM. Structural equation modeling was used to test all hypotheses.

Findings

Participants reported a significantly higher level of brand value co-creation engagement behavior and more positive brand value co-creation engagement attitude and brand trust change after seeing a positive (vs negative) brand-related eWOM on SNSs. Brand trust change and value co-creation engagement attitude positively influenced purchase intention. The moderating effect of mavenism was not significant.

Practical implications

Findings suggest that brand marketers should actively monitor and respond to the sentiment of SNS-based eWOMs and establish strategies to encourage consumers to create and share positive eWOMs on SNSs.

Originality/value

This study contributes to closing the empirical gap in SNS-based eWOM research by providing support for brand-related eWOM sentiment as a significant motivational factor triggering consumers’ engagement in brand value co-creation and brand trust change on SNSs as well as purchase intention.

Details

Marketing Intelligence & Planning, vol. 38 no. 1
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 15 March 2018

Sambashiva Rao Kunja and Acharyulu GVRK

The purpose of the study was to investigate the effect of electronic word of mouth (eWOM) on the value co-creation (VCC) and purchase intentions of consumers in Facebook fan pages…

4934

Abstract

Purpose

The purpose of the study was to investigate the effect of electronic word of mouth (eWOM) on the value co-creation (VCC) and purchase intentions of consumers in Facebook fan pages of smartphone brands in India.

Design/methodology/approach

The data were collected using a structured questionnaire from a sample of 762 members from India present in the selected fan pages of smartphone brands in Facebook, and the data were analyzed through structural equation modeling.

Findings

This empirical study revealed a positive relationship among the three variables and provided new insights after analyzing the collected data. There was clear evidence of VCC being partially mediated by eWOM and purchase intention.

Research limitations/implications

The perspective of the study was to validate the proposed conceptual model by considering members’ perception of the product, as put forth on Facebook fan pages. The methods used in this study could be adapted to conduct further studies on other social networking sites like Instagram and Twitter.

Originality/value

The study contributes to the existing literature of eWOM, VCC and consumer behavior in social networking sites, and our findings will help marketers to develop a new method of disseminating product information to and within India through social networking sites.

Details

Management Research Review, vol. 43 no. 3
Type: Research Article
ISSN: 2040-8269

Keywords

Article
Publication date: 4 March 2021

Man Lai Cheung, Guilherme Pires, Philip J. Rosenberger III, Wilson K.S. Leung and Man Kit Chang

The purpose of this paper is to develop and empirically test a research model examining the impact of five social media marketing (SMM) elements–entertainment, customization…

4179

Abstract

Purpose

The purpose of this paper is to develop and empirically test a research model examining the impact of five social media marketing (SMM) elements–entertainment, customization, interactivity, electronic-word-of-mouth (eWOM) and trendiness–on consumers' intent to participate in value co-creation and on consumer–brand engagement (CBE) and perceived brand value in turn.

Design/methodology/approach

The research model is tested for wearable healthcare technology, a smart-technology product. Data were collected in China from 294 users using a self-administered online survey. Data analysis uses partial least squares – structural equation modelling (PLS-SEM).

Findings

Entertainment, customization and eWOM are the key predictors in driving consumers' value co-creation intention, thereby strengthening the value co-creation process, CBE and perceived brand value. In contrast with previous studies in the area of value co-creation and CBE, the impact of interactivity and trendiness on value co-creation intention is non-significant.

Research limitations/implications

The research contributes to the literature by providing an understanding of how to use SMM dimensions to drive consumers' value co-creation intention for smart-technology products, such as healthcare-wearable technology. However, this study is cross-sectional in nature and its focus is solely on wearable healthcare technology in China. To enhance the generalizability of the findings, future research might consider a longitudinal design and include comparisons between countries with diverse cultures, along with other types of smart-technology products.

Practical implications

The findings provide guidance for marketers to enhance CBE and perceived brand value by strengthening consumers' value co-creation intention, using SMM with entertaining and customized content and encouraging positive referrals on social-media platforms.

Originality/value

Scholarly attention on the importance of SMM in strengthening consumers' value co-creation intention and CBE is limited, and the question of which SMM elements are effective in driving value co-creation and its link to perceived brand value has not been examined. This paper contributes to the marketing literature by developing and empirically testing a research model, revealing entertainment, customization and eWOM as key SMM elements driving value co-creation intention and CBE for a smart-technology product in China.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 10
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 13 July 2023

Zebran Khan, Ariba Khan, Mohammed Kamalun Nabi, Zeba Khanam and Mohd Arwab

The purpose of this study is to investigate how electronic word of mouth (eWOM) affects purchase intention and brand equity, and to further examine the mediating role of brand…

Abstract

Purpose

The purpose of this study is to investigate how electronic word of mouth (eWOM) affects purchase intention and brand equity, and to further examine the mediating role of brand equity between eWOM and purchase intention among Indian consumers of branded apparel.

Design/methodology/approach

The data was collected from 303 consumers of branded apparel using an online questionnaire, and data were analyzed through structural equation modeling with the help of SPSS v24 and AMOS v23.

Findings

The findings of this study demonstrated that eWOM has a positive and significant influence on brand equity and purchase intention. Simultaneously, brand equity partially mediates between the eWOM and purchase intention of consumers of apparel brands.

Research limitations/implications

The study's data set is limited in its generalizability as it is based on specific responses from Indian consumers of branded apparel via an online survey. The results of this study would help marketing practitioners and apparel manufacturers to augment their sales and design their promotional strategy in accordance with consumers' traits.

Originality/value

To the best of the authors’ knowledge, this study is one of the first to propose an integrative model that studies relationships between eWOM, brand equity and purchase intention by incorporating the Elaboration Likelihood Model among Indian consumers of branded apparel. Furthermore, this novel piece of research explores the relationship between eWOM and purchase intention with brand equity as a mediator, particularly for branded apparel selected by Indian consumers.

Details

Research Journal of Textile and Apparel, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1560-6074

Keywords

Article
Publication date: 1 June 2018

Ali Sahabi Yusuf, Ab Razak Che Hussin and Abdelsalam H. Busalim

As a business paradigm, social commerce (s-commerce) has brought about a new stage of innovation, and by extension, has transmuted the power from seller to buyer. S-commerce is a…

13925

Abstract

Purpose

As a business paradigm, social commerce (s-commerce) has brought about a new stage of innovation, and by extension, has transmuted the power from seller to buyer. S-commerce is a combination a commercial and social activities in which individuals may spread word of mouth (WOM) about their shopping experiences and knowledge and provide information about product and services to their to their friends. This kind of social interactions among individuals has increased the potentials of eWOM communication. Given such a backdrop, this paper aims to look into the influence of eWOM engagement on consumers’ purchase intention in s-commerce, which may complement the current effort of the research community in this area.

Design/methodology/approach

This study used elaboration likelihood model, theory of reasoned action and social support theory to investigate the influence of eWOM engagement on consumers’ purchase intention in s-commerce. The study used 218 respondents to evaluate the proposed model using SmartPLS.

Findings

The empirical results indicate that information characteristics, consumer behavior and technological factors exert a positive influence on consumer purchase intentions. All hypotheses between attitude toward eWOM, information credibility, innovativeness, website quality and eWOM engagement are significant. Also, eWOM engagement has a significant positive influence on consumer purchase intention. However, information quality and social support does not have any significant relationship with eWOM engagement.

Research limitations/implications

This study seeks to address the dearth of research in the field of s-commerce, especially as it relates to eWOM. 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 study is one of the early studies focusing on the influence of eWOM engagement, especially in s-commerce. The study offers comprehensive and empirically validated factors pertaining to eWOM engagement in s-commerce. The results of this study are also important to practitioners and online companies’ managers. The study’s model has demonstrated the contextualization of what makes customers engage in eWOM and its influence in s-commerce. The study will also offer insights for firms on how to encourage eWOM engagement among customers.

Originality/value

A new eWOM engagement model in s-commerce is proposed with consideration on information characteristics, consumer behavior, technological and social factors. The model is validated afterwards.

Details

Journal of Services Marketing, vol. 32 no. 4
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 26 September 2020

Antoni Serra-Cantallops, Jose Ramón Cardona and Fabiana Salvi

This study aims to compare the relative importance of service quality (SQ), customer satisfaction (CS) and positive emotional experiences (PEE) to determine which is more…

2687

Abstract

Purpose

This study aims to compare the relative importance of service quality (SQ), customer satisfaction (CS) and positive emotional experiences (PEE) to determine which is more influential in customers’ intention to spread positive eWOM.

Design/methodology/approach

A questionnaire that had been translated previously into English, German and Spanish and contained scales from previous studies, as well as a new scale created for electronic word-of-mouth (eWOM) (which was tested before fieldwork commenced), was sent through an online survey to all customers who had stayed in a hotel during the previous three months and were selected from the customers’ database of two international hotel chains that operate hotels worldwide, most of which are middle-upper class establishments that specialize in the holiday market. A total of 3,671 valid questionnaires were obtained, and the research model was tested using partial least squares.

Findings

The findings suggested that, in the context of mid-upscale hotels, SQ is of paramount importance for CS, but by itself, does not guarantee customers’ involvement in generating and spreading positive eWOM. CS, by itself, neither guarantees customer involvement in positive eWOM spreading. However, the provision of services that can generate PEE among hotel guests is a powerful determinant of positive eWOM spreading and also has a very positive effect on CS.

Research limitations/implications

The results are based on a sample selected from customers of mid-upper-class hotels that cater to the holiday segment, and therefore, apply only to customers who use this category of hotel services. Further research should be conducted on mid-lower-class hotels to determine whether the results obtained in this paper can be generalized throughout the hotel industry.

Practical implications

This study provides useful insights for hotel marketing managers by identifying a key causal element that fosters consumer creativity and consumer content creation by spreading eWOM. Managerial practices should strive to provide guest experiences that have the ability to increase emotional outcomes. The results have practical implications for product/service development, communication and customer relationship activities, as well as price and revenue management. Specifically, SME hotels could benefit from an increased volume of positive eWOM to increase their competitiveness.

Originality/value

The antecedents of eWOM have received less attention in research than its effects. Drawing on a large sample of hotel customers, this paper sheds light on the important issue of identifying which factors motivate customers to engage in spreading positive eWOM specifically in the hotel industry. The results also suggested that WOM and eWOM should not be considered strictly equivalent either in their features and effects or in their antecedents.

Details

International Journal of Contemporary Hospitality Management, vol. 32 no. 11
Type: Research Article
ISSN: 0959-6119

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. 24 no. 1
Type: Research Article
ISSN: 1469-1930

Keywords

Article
Publication date: 9 September 2021

Ernest Emeka Izogo and Mercy Mpinganjira

Marketer-generated value-laden social media digital content marketing (VSM-DCM) relates to content that is neither too “pushy” nor too “pully.” On the foundation of media…

1285

Abstract

Purpose

Marketer-generated value-laden social media digital content marketing (VSM-DCM) relates to content that is neither too “pushy” nor too “pully.” On the foundation of media engagement, motivation- and attitude-based theories, this study rationalizes and investigates the mechanism that underlies the effect of VSM-DCM on electronic word-of-mouth (eWOM) intention.

Design/methodology/approach

The authors devised a 2 (product type: search vs. experience) × 3 (VSM-DCM: utilitarian vs. hedonic vs. utilitarian + hedonic) between-subject design (N = 360) after three pre-tests (N = 223).

Findings

The authors show that VSM-DCM formats are effective in enhancing brand attitude and eWOM intention for different products. Specifically, market-generated VSM-DCM that simultaneously embeds utilitarian and hedonic values is the most effective for optimizing brand attitude and eWOM intention in both search and experience product contexts. The effect of VSM-DCM formats on eWOM intention is mediated by brand attitude, while product type (search vs. experience) moderates this indirect effect.

Originality/value

This paper breaks new ground by highlighting the relevance of marketer-generated VSM-DCM in the DCM context and by illustrating the mechanism through which it leads to consumers’ intention to engage in eWOM. In so doing, it contributes to the debate on DCM implementation and the contextual factors that moderate the optimization of DCM outcomes.

Details

Journal of Research in Interactive Marketing, vol. 16 no. 3
Type: Research Article
ISSN: 2040-7122

Keywords

Open Access
Article
Publication date: 25 February 2020

Jaime Romero and Daniel Ruiz-Equihua

Customer identification leads to behaviors that are beneficial for firms. This paper aims to analyze the effect of firm identification and community identification on content…

3792

Abstract

Purpose

Customer identification leads to behaviors that are beneficial for firms. This paper aims to analyze the effect of firm identification and community identification on content creation, which indirectly may affect offline word of mouth and online word of mouth.

Design/methodology/approach

This paper proposes a research model that is tested using data from 491 users of online travel agencies. To do so, partial least squares method is used.

Findings

The results show a positive relationship between firm identification and community identification. Moreover, both variables exert a positive effect on content creation. Furthermore, content creation positively influences offline and online word of mouth. This influence is moderated by self-enhancement in the case of online word of mouth.

Practical implications

Firm managers must enhance customer identification, as it can turn in behaviors that are beneficial for the company. Moreover, firms that own online communities must apply segmentation strategies based on identification and self-enhancement to encourage positive behaviors from customers.

Originality/value

This research tests the relationship between firm identification and community identification. Additionally, this study jointly analyzes the impact of these variables on several beneficial behaviors.

Propósito

La identificación del consumidor genera comportamientos que son beneficiosos para las empresas. Esta investigación analiza el efecto directo de la identificación con la compañía y la identificación con la comunidad sobre la creación de contenido, así como el efecto indirecto de estas variables de identificación sobre el boca- oído offline y online.

Diseño/método

Esta investigación propone un modelo teórico, el cual es estimado mediante Partial Least Squares a partir de información procedente de 491 usuarios de agencias de viajes online.

Resultados

Los resultados muestran una relación positiva entre la identificación con la firma y la identificación con la comunidad. Además, ambas variables ejercen un efecto positivo en la creación de contenido. Asimismo, la creación de contenido influye positivamente sobre el boca-oído offline y online. Esta influencia es moderada por la necesidad de reconocimiento de los consumidores.

Implicaciones prácticas

Los resultados del trabajo recomiendan potenciar la identificación del cliente con la empresa, dado esta identificación conlleva comportamientos beneficiosos para la compañía. Además, las compañías que poseen comunidades online deberían aplicar estrategias de segmentación basadas en la identificación y la necesidad de reconocimiento de cara a potenciar que sus clientes llevan a cabo comportamientos positivos para la empresa.

Originalidad/valor

Esta investigación examina la relación entre la identificación con la compañía y la identificación con la comunidad. Adicionalmente, este estudio analiza conjuntamente el impacto de estas variables en comportamientos que son beneficiosos para la empresa

Tipo de trabajo

Trabajo de investigación

1 – 10 of over 1000