Opinion seeking in a social network-enabled product review website: a study of word-of-mouth in the era of digital social networks

2018 ◽  
Vol 27 (6) ◽  
pp. 629-653 ◽  
Author(s):  
Camille Grange ◽  
Izak Benbasat
Keyword(s):  
Social Networks ◽  
Social Network ◽  
Word Of Mouth ◽  
Product Review ◽  
Opinion Seeking

The Application of Social Networking as a Marketing Platform to Young Adults

2011 ◽  
pp. 184-197
Author(s):  
Justin Henley Beneke
Keyword(s):  
Social Networks ◽  
Young Adults ◽  
Social Network ◽  
Young Adult ◽  
Social Networking ◽  
Word Of Mouth ◽  
Vested Interest ◽  
Symbiotic Relationship ◽  
Annual Basis ◽  
Word Of Mouth Communication

Social networking is often touted as being a prominent application responsible for driving the adoption of residential broadband services. The growth of social networks is phenomenal – in many cases more than doubling in size on an annual basis. This study considers how social networking may be utilized for commercial purposes to spread word-of-mouth communication. The chapter therefore considers the characteristics of young adult social network users, how they behave and interact with other users on such platforms, as well as the manner in which marketers can make the most of this platform without experiencing a consumer backlash. The research suggests that if a symbiotic relationship does indeed exist between broadband proliferation and the adoption of social networking, both have a vested interest in each other’s continued success.

scholarly journals A Probabilistic Privacy Preserving Strategy for Word-of-Mouth Social Networks

2018 ◽  
Vol 2018 ◽  
pp. 1-12 ◽  
Author(s):  
Tao Jing ◽  
Qiancheng Chen ◽  
Yingkun Wen
Keyword(s):  
Social Networks ◽  
Social Network ◽  
Performance Analysis ◽  
Word Of Mouth ◽  
Online Social Network ◽  
Integrated System ◽  
Vector Model ◽  
Trust Degree ◽  
Set Up ◽  
Privacy Issues

An online social network (OSN) is a platform that makes people communicate with friends, share messages, accelerate business, and enhance teamwork. In the OSN, privacy issues are increasingly concerned, especially in private message leaks in word-of-mouth. A user’s privacy may be leaked out by acquaintances without user’s consent. In this paper, an integrated system is designed to prevent this illegal privacy leak. In particular, we only use the method of space vector model to determine whether the user’s private message is really leaked. Canary traps techniques are used to detect leakers. Then, we define a trust degree mechanism to evaluate trustworthiness of a communicator dynamically. Finally, we set up a new message publishing system to determine who can obtain the message of publisher. Secrecy performance analysis is provided to verify the effectiveness of the proposed message publishing system. Accordingly, a user in social networks can check whether other users are trustworthy before sending their private messages.

Working Adults' Buying Intention Through Online Social Network

2021 ◽  
Vol 17 (4) ◽  
pp. 92-116
Author(s):  
Syed Shah Alam ◽  
Chieh-Yu Lin ◽  
Mohd Helmi Ali ◽  
Nor Asiah Omar ◽  
Mohammad Masukujjaman
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Network ◽  
Online Social Networks ◽  
Perceived Risk ◽  
Word Of Mouth ◽  
Online Social Network ◽  
Perceived Value ◽  
Online Social Media ◽  
Starting Point

Most businesses have online social media presence; therefore, understanding of working adult's perception on buying through online social networks is vital. The aim of this study is to examine the effect of perceived value, sociability, usability, perceived risk, trust, and e-word-of-mouth on buying intention through online social network sites. The research model for this study was developed based on the literature on information system research. This study adopted convenient sampling of non-probability sampling procedure. Data were collected through self-administered questionnaire, and PLS-based path analysis was used to analyse responses. The findings of the study shows that perceived value, sociability, usability, e-word-of-mouth, attitude, and subjective norm are significant constructs of buying intention through online social networks. This research can serve as a starting point for online shopping research through online social media while encouraging further exploration and integration addition adoption constructs.

Targeting and Pricing in Social Networks

2016 ◽  
pp. 775-791 ◽  
Author(s):  
Francis Bloch
Keyword(s):  
Social Networks ◽  
Social Network ◽  
Social Interaction ◽  
Word Of Mouth ◽  
New Products ◽  
Social Effects ◽  
Consumption Externalities ◽  
The Social ◽  
Word Of Mouth Communication

This chapter analyzes the optimal use of social networks by firms that wish to diffuse new products, rely on word-of-mouth communication for advertising, or exploit consumption externalities among consumers. It focuses on two topics: the targeting of individuals to diffuse information or opinions in a social network, and the pricing at different nodes of the social network when agents experience consumption externalities. In both cases, firms take the network of social interaction as given and consider how to optimally leverage social effects to introduce new products or maximize profits .

Customer Complaints in Social Networks in the Spanish Telecommunication Industry

2017 ◽  
pp. 137-158
Author(s):  
Antonia Estrella-Ramón ◽  
Alba Utrera-Serrano
Keyword(s):  
Social Networks ◽  
Content Analysis ◽  
Social Network ◽  
Word Of Mouth ◽  
High Potential ◽  
The Internet ◽  
Telecommunication Industry ◽  
Electronic Word Of Mouth ◽  
Effective Technique ◽  
Customer Complaints

Nowadays social networks have a high potential to disseminate information, positive and negative, of any person, organization or product generating electronic word of mouth through customers' comments and complaints. Consequently, this paper proposes a novel research on the content related to the users' online complaints and seeks to understand the power of social networks as creating electronic word of mouth. For this task, the user-generated social network Critizen is used, especially critiques related to one of the most criticised sectors in Spain, that is, the telecommunication industry. The main results of this paper reveal that content analysis is an effective technique to extract business value from the vast amount of data available on the Internet, and especially in social networks.

scholarly journals A autoexpressão como dimensão inovadora de motivação no compartilhamento de vídeos em redes sociais

2017 ◽  
Vol 16 (3) ◽  
pp. 1059-1078
Author(s):  
Jéssica Motta ◽  
Edson Roberto Scharf
Keyword(s):  
Social Networks ◽  
Social Network ◽  
Word Of Mouth ◽  
Product Category ◽  
Communication Strategy ◽  
Level Of Involvement ◽  
Goods And Services ◽  
Video Sharing ◽  
Video Advertising ◽  
Entertainment Value

ResumoA troca de informações, conhecimentos e experiências sobre as marcas, bens e serviços entre os consumidores na internet é conhecida como boca a boca eletrônico ou e-Word of Mouth (eWOM). A autoexpressividade do consumidor foi associada ao aumento da interação social na rede social Facebook, por meio do compartilhamento de vídeos de campanhas publicitárias. Para tanto, fatores como autoexpressividade, autocongruência com a marca, nível de envolvimento do consumidor com a categoria de produtos e valor de entretenimento da mensagem poderão estar relacionados ao compartilhamento de vídeos empresariais. Desse modo, foi investigado se a autoexpressão é um dos motivadores para o compartilhamento de vídeos em redes sociais. Nesta pesquisa aplicou-se um questionário por meio de mensagens enviadas para consumidores que compartilharam dois vídeos em duas páginas distintas da rede social Faceboook. As hipóteses testadas nesta pesquisa, em uma análise estrutural geral, tiveram o valor de entretenimento da mensagem e o nível de autocongruência com a marca não rejeitados pelos cálculos estatísticos e tiveram o poder de explicação de 35,7% (r2 0,357) relacionados à autoexpressão. Apesar do resultado, não pode ser comprovada a autoexpressão como dimensão inovadora de motivação para o compartilhamento espontâneo de vídeos em redes sociais. Palavras-chave: Autoexpressão. Compartilhamento espontâneo de vídeos. Comunicação eWOM. Rede social. Estratégia inovadora de comunicação. Self-expression as motivation of innovative dimension in video sharing in social networks AbstractThe exchange of information, knowledge and experience about the brands, goods and services among consumers on the internet is known as mouth-to-mouth electronic or e-Word of Mouth (eWOM). Consumer self-expression was associated with increased social interaction in the social network Facebook, through the sharing of video advertising campaigns. Therefore, factors such as self-expression, self-congruence with the brand, the consumer's level of involvement with the product category and the message of the entertainment value, may be related to the sharing of corporate videos. Thus, it was investigated if the self-expression is one of the motivators for sharing videos on social networks. This research applied a questionnaire through messages sent to consumers who shared two videos in two different pages Facebook social network. The hypothesis tested in this study in a general structural analysis have the entertainment value of the message and level of self-congruence with the brand not rejected by statistical calculations, and had the power to 35.7% explanation (r2 0.357) related to self-expression. Despite the result it can not be proven self-expression as an innovative dimension of motivation for spontaneous sharing videos on social networks.Keywords: Self-expression. Spontaneous sharing videos. Communication eWOM. Social network. Innovative communication strategy.

Social Networks Impact on Potential Customers' Buying Decisions and Current Customer Loyalty

2017 ◽  
pp. 173-192
Author(s):  
Wafaa A. Al-Rabayah
Keyword(s):  
Decision Making ◽  
Social Networks ◽  
Information Technology ◽  
Social Network ◽  
Social Interaction ◽  
Customer Loyalty ◽  
Word Of Mouth ◽  
Daily Life ◽  
Product Service ◽  
Potential Customers

Social networks are fundamentally changing the way we communicate, collaborate, consume, and create. They represent one of the most transformative impacts of information technology on business and daily life. This chapter will explain set of social network concepts and its influences in social interaction and decision making, and to determine whether individual's decision to consume a product, service, or attend an event are influenced by their interaction on social network, by studying three characteristics: Contagion, Connection, and Virtual Word of mouth. The results of this research can be used by business to enhance their relation and opportunities with their current and potential customers.

Mobile Word-Of-Mouth - A Grounded Theory of Mobile Viral Marketing

2009 ◽  
Vol 24 (2) ◽  
pp. 172-185 ◽  
Author(s):  
Wolfgang Palka ◽  
Key Pousttchi ◽  
Dietmar G Wiedemann
Keyword(s):  
Social Networks ◽  
Grounded Theory ◽  
Social Network ◽  
Word Of Mouth ◽  
Personal Communication ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
Communication Tools ◽  
Attitudes And Behaviors ◽  
Critical Components

Mobile devices as personal communication tools are used as platforms for viral marketing within existing social networks. Although there is some evidence on the usefulness of mobile viral marketing from the marketers’ perspective, little is known about the motivations, attitudes, and behaviors of consumers engaged in this marketing instrument. The purpose of this research is to better understand the motivations behind a consumer's decision to engage in mobile viral marketing strategies. The outcome is a grounded theory of mobile viral marketing with respect to the consumer and his social network, decomposing the mobile viral effect and identifying the determinants of reception, usage, and forwarding of mobile viral content. This result helps researchers and marketers to better understand the critical components of mobile viral marketing strategies and prepares the ground for further research in this emerging field.

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