What makes a positive experience?

2019 ◽  
Vol 10 (2) ◽  
pp. 177-204 ◽  
Author(s):  
María de la O Hernández-López
Keyword(s):  
Word Of Mouth ◽  
Main Tool ◽  
Sharing Economy ◽  
Electronic Word Of Mouth ◽  
Positive Experience ◽  
Interpersonal Contact ◽  
Communicative Skills ◽  
Face To Face ◽  
Online System

Abstract ‘Sharing economy’ platforms such as Airbnb have recently given rise to new travel trends in which electronic word of mouth and interpersonal contact are central. This study examines 90 positive reviews, with a threefold objective: first, analyse what makes Airbnb a social platform; second, understand online/offline rapport enhancement prior to and during the Airbnb experience; and third, examine the main rapport enhancement strategies in users’ evaluations. The results show that while reviewers place great importance on transactional wants before the experience, during face-to-face contact sociality rights become more important. After the Airbnb experience, however, the main rapport strategies point to enhancing the addressee’s face, while identity is constantly co-constructed. The present study intends to bring to the fore the function of positive rapport in the Airbnb experience, in an online system in which the management of communicative skills may be the main tool for success – or failure.

Electronic Word-of-Mouth in the Service Industry

2020 ◽  
pp. 179-197
Author(s):  
Matteo De Angelis ◽  
Roberto Florio ◽  
Cesare Amatulli
Keyword(s):  
Perceived Risk ◽  
Word Of Mouth ◽  
Service Industry ◽  
Sharing Economy ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Communication Tools ◽  
Digital Revolution ◽  
The Empirical Analysis ◽  
Other Consumers

Word-of-mouth is today considered among the most effective marketing communication tools. Indeed, consumers trust more their friends or other consumers than companies, advertisements, and brands. Moreover, due to the digital revolution, the electronic word-of-mouth plays a central role in consumers' purchasing decisions. In particular, electronic word-of-mouth may be central in the context of services, where the perceived risk of the intangible offering triggers consumers' need to find preliminary support from other consumers. This chapter focuses on comments and reviews regarding tourist products and other services shared by customers on different types of online platforms. The empirical analysis sheds light on the role that key motivational drivers, such as customer satisfaction, altruism, and self-esteem, may have in affecting consumers' decision to share comments about traditional versus sharing economy businesses. Findings demonstrate that the observed motivational drivers significantly and differently affect consumers' decision to engage in electronic word-of-mouth.

When travellers’ expectations are not met

2020 ◽  
pp. 1-28
Author(s):  
María de la O Hernández-López
Keyword(s):  
Sharing Economy ◽  
Sensitive Information ◽  
Review System ◽  
Communicative Skills ◽  
Online System ◽  
Negative Valence ◽  
Rapport Management ◽  
Highly Sensitive ◽  
The Difference ◽  
Relational Concerns

Abstract In recent years, travellers have increasingly opted for sharing economy businesses, such as Airbnb. In contrast to other platforms for travellers, the Airbnb review system is characterised by its positivity bias, which implies that most of the users post enthusiastically positive reviews. Posting a negative review is the exception, which makes it a highly sensitive task in relational terms. In light of the above, this study aims to examine 60 reviews with negative valence in order to understand: first, which aspects of the experience make airbnbers feel dissatisfied; second, the extent to which relational concerns and authenticity make an impact on both dissatisfaction and rapport orientation; and third, how rapport concerns (i.e., face and rights and obligations) are managed in reviews with negative valence. The results show that a large number of users tried to repair rapport, while others neglected or challenged rapport. The difference in tone and intention was motivated by the presence/absence of the relational component (i.e., association rights), which had an impact on the varying importance given to other faults. The present study intends to bring to the fore the importance of rapport management when posting sensitive information in an online system in which the management of communicative skills lies at its core.

Conflicting Electronic Word-of-Mouth :The Role of Subsequent Message Exposure

2010 ◽  
Vol 11 (1) ◽  
pp. 161-176
Author(s):  
송지희 ◽  
Feisal Murshed ◽  
Judy Harris
Keyword(s):  
Word Of Mouth ◽  
Electronic Word Of Mouth

KEPUTUSAN PEMBELIAN E-COMMERCE SHOPEE DITINJAU DARI WEBSITE QUALITY, INOVASI PRODUK, DAN ELECTRONIC WORD OF MOUTH (STUDI PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS ISLAM BATIK SURAKARTA)

2020 ◽  
Vol 4 (02) ◽  
Author(s):  
Tulus Dwi Prasetyo ◽  
Istiatin Istiatin ◽  
Bambang Mursito
Keyword(s):  
Product Innovation ◽  
Word Of Mouth ◽  
Sampling Technique ◽  
Primary Data ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Literature Study ◽  
Website Quality ◽  
Quality Product ◽  
Economics Faculty

The purpose of this research is to find out whether there is a significant influence between variable website quality, product innovation, and electronic word of mouth on e-commerce shopee purchasing decisions. In addition, it is also to find out whether there is a significant simultaneous effect and which variable is the most dominant in influencing the purchase decision of e-commerce shopee at the Faculty of Economics, Batik Islamic University, Surakarta. The method used is quantitative descriptive method. The population in this study amounted to 1330 students and the number of samples used was 133, where the sampling technique used quota sampling. The data used are primary data and secondary data with data collection techniques: observation, documentation, questionnaire and literature study. Data analysis techniques in this study used multiple linear tests. The results of the study can be concluded that: The results of the study can be concluded that: 1) There is the influence of website quality, product innovation, and electronic word of mouth simultaneously influence the purchasing decision of e-commerce shopee on the Students of the Faculty of Economics, Islamic University of Batik Surakarta, 2) There is an influence website quality on e-commerce shopee purchasing decisions at the Batik Faculty Islamic University Economics Faculty Students, 3) There is an influence on product innovation on e-commerce shopee purchasing decisions at the Batik Faculty Islamic Economics Faculty Students, 4) There is the influence of electronic word of mouth on the decision purchasing e-commerce shopee at the Faculty of Economics, Surakarta Islamic Batik University. Keywords: Purchasing Decisions, Website Quality, Product Innovation, Electronic Word Of Mouth

Determine the effectiveness of digital influencers in recommending brands via an electronic word of mouth on customer attitudes

2020 ◽  
Vol 24 (04) ◽  
pp. 38-49
Author(s):  
Mustafa Kamal Mustafa Aldori ◽  
Aziza Tawfik Abdeghafar Elsayed ◽  
Adam Smayan Fayyadh Al-Mashhadani
Keyword(s):  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Customer Attitudes
Sign in / Sign up

Export Citation Format

Share Document