Different levels of destination expectation: The effects of online advertising and electronic word-of-mouth

This research is conducted to show the influence of electronic word of mouth (EWOM), celebrity endorsers, and online advertising on brand awareness. This descriptive research involved quantitative data collecting use a questionnaire as a data collection method. The researcher used the convenience sampling method to take 151 respondents with valid data. The data analysis technique used Partial Least Square – Structured Equation Modelling (PLS-SEM) with the help of SmartPLS 3.3.2 software. This study concluded that 1) Electronic word of mouth has an insignificantly positive effect on brand awareness, 2) Celebrity endorser has a significantly positive effect on brand awareness, 3) Online advertising has a significant positive effect on brand awareness. Penelitian ini dilakukan untuk menunjukkan pengaruh electronic word of mouth (EWOM), celebrity endorser, dan online advertising terhadap brand awareness. Penelitian deskriptif ini melibatkan pengumpulan data kuantitatif dengan menggunakan kuesioner secara cross-sectional sebagai metode pengumpulan data. Peneliti menggunakan metode convenience sampling untuk mengambil 151 responden dengan data yang valid. Teknik analisis data menggunakan Partial Least Square – Structured Equation Modelling (PLS-SEM) dengan bantuan software SmartPLS 3.3.2. Singkatnya, penelitian ini memperoleh kesimpulan bahwa 1) Electronic word of mouth berpengaruh positif tidak signifikan terhadap brand awareness, 2) Celebrity endorser berpengaruh positif signifikan terhadap brand awareness, 3) Online advertising berpengaruh positif signifikan terhadap brand awareness.

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Electronic Word of Mouth and Consumer Generated Content

Handbook of Research on Digital Media and Advertising ◽

10.4018/978-1-60566-792-8.ch011 ◽

2011 ◽

pp. 212-231 ◽

Cited By ~ 2

Author(s):

Shelly Rodgers ◽

Ye Wang

Keyword(s):

Breast Cancer ◽

Health Promotion ◽

Word Of Mouth ◽

Online Advertising ◽

User Generated Content ◽

The Internet ◽

Bulletin Board ◽

Electronic Word Of Mouth ◽

Online Forums ◽

Online Platforms

With the Internet, even ordinary Web users can conveniently create and disseminate media content. The notion of User-Generated Content (UGC) or Consumer-Generated Content (CGC) captures the user-as-producer feature and refers to content that is not generated or published by professionals on the Internet, unlike traditional media. An important type of online advertising that makes use of CGC is eWOM (electronic word-of-mouth) advertising. Defined in terms of situations where consumers refer products or services to other consumers on the Internet, eWOM is closely related to CGC and can be applied to many online forums for UGC and CGC. With this in mind, this chapter seeks to define and categorize eWOM based on different online platforms of CGC, review existing research in eWOM, and, finally, extend the use of eWOM to health promotion by examining characteristics of eWOM in an online breast cancer bulletin board.

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Benchmarking model for factors influencing creation of negative electronic word of mouth

Benchmarking An International Journal ◽

10.1108/bij-08-2017-0222 ◽

2018 ◽

Vol 25 (9) ◽

pp. 3592-3606 ◽

Cited By ~ 7

Author(s):

Sushant Kumar ◽

Shankar Purbey

Keyword(s):

Social Networking Sites ◽

Word Of Mouth ◽

Structural Model ◽

Anxiety Reduction ◽

Dominant Factor ◽

Electronic Word Of Mouth ◽

Interpretive Structural Modeling ◽

Content Type ◽

Factors Influencing ◽

Different Levels

Purpose The purpose of this paper is to develop a structural framework for factors influencing the creation of negative electronic word of mouth (WOM) at online forums, review portals, social networking sites or any other internet-based platform. Consumers frequently talk about consumption through WOM. With the unprecedented progress in digitalization of world, consumers usually tell stories about a product or service experience online. The study aims to identify the antecedents for negative electronic WOM (EWOM) and develop a structural model with different levels of factors. Design/methodology/approach Literature review and group judgment techniques are used to identify the factors responsible for negative WOM. The study uses interpretive structural modeling approach to develop a structural model representing interrelationships among factors. The model also represents the factors at different levels along with most and least dominant factors responsible for EWOM. Findings Seven factors responsible for negative electronic WOM are identified which are spread over three levels. First level of factors includes anxiety reduction, advice seeking, exertion of power (over companies) and social benefits (received), whereas the second level of factors includes altruism (negative WOM) and economic rewards. The most dominant factor identified is vengeance, which is at level three. Practical implications The study identified three levels of factors responsible for negative EWOM. Companies can strategies their resources to ensure that no consumer reaches beyond level one. Beyond level one, the involved factors may jeopardize the brand value and brand image of the company. Originality/value The study contributes to the literature by providing a structural model for negative EWOM. This model identifies the most and least dominant factors and guides managers to take necessary action to prevent negative EWOM.

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