Intended audience and valence of electronic word-of-mouth on social media: a study of Dutch consumers

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Gauze Pitipon Kitirattarkarn ◽  
Weiting Tao ◽  
Wan-Hsiu Sunny Tsai
Keyword(s):  
Social Capital ◽  
Social Media ◽  
Online Survey ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Intended Audience ◽  
Content Type ◽  
Self Evaluation ◽  
Holistic Understanding ◽  
Self Construal

PurposeThis study aims to systematically evaluate the psychological factors of independent versus interdependent self-construal, self-evaluation motives of enhancement versus verification, and the mediating role of bridging and bonding social capital on consumers' positive and negative brand-related electronic word-of-mouth (eWOM) sharing with in-group and out-group audiences.Design/methodology/approachThe online survey was conducted with young adult consumers in the Netherlands (N = 322). Multiple regression analysis with PROCESS was used to test the hypotheses.FindingsConsumers with independent self-construal are more likely to share negative eWOM, particularly via social messengers with in-group members. These consumers, however, tend to share positive eWOM on companies' social media accounts that reach out-group audiences including online strangers. Additionally, self-evaluation was the key motivation driving positive eWOM sharing with in-groups, while bridging social capital mediated the effects of self-construal on sharing negative eWOM.Originality/valueThe paper provides a more holistic understanding of the factors impacting the valence and intended audience for eWOM sharing. The findings advance eWOM research by differentiating positive and negative eWOM sharing in the context of intergroup communication.

Marketing effectiveness of hotel Twitter accounts: the case of Saudi Arabia

2018 ◽  
Vol 9 (1) ◽  
pp. 65-79 ◽  
Author(s):  
Mansour Talal Alansari ◽  
Natalia Velikova ◽  
Tun-Min (Catherine) Jai
Keyword(s):  
Social Media ◽  
Saudi Arabia ◽  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
The Body ◽  
Electronic Word Of Mouth ◽  
Content Type ◽  
Marketing Effectiveness ◽  
Positive Attitudes

Purpose The purpose of the study is to investigate the relationship between consumers’ attitudes toward hotel Twitter accounts and attitudes toward hotel brands, booking intentions and electronic word-of-mouth. The study focuses on Saudi Arabia owing to the widespread use of Twitter in that market. Design/methodology/approach Modifying a previously developed theoretical model on marketing effectiveness of social media, this study empirically tests consumers’ attitudes toward hotel Twitter accounts. Data have been collected via a structured online survey. A confirmatory factor analysis and a structural equation model fit have been used to test the model. Findings When consumers have positive attitudes toward hotel tweets, they have positive attitudes toward the hotel’s Twitter account, which, in turn, improves their attitudes toward the hotel’s brand and results in intent to book and spread electronic word of mouth. Originality/value The study contributes to the body of knowledge about social media marketing effectiveness in the hospitality industry.

scholarly journals Nexus of Electronic Word-Of-Mouth to Social Networking Sites: A Sustainable Chatter of New Digital Social Media

2019 ◽  
Vol 11 (3) ◽  
pp. 759 ◽  
Author(s):  
Md. Hossain ◽  
Nusrat Jahan ◽  
Yuantao Fang ◽  
Saiful Hoque ◽  
Md. Hossain
Keyword(s):  
Social Capital ◽  
Social Media ◽  
Service Quality ◽  
Online Survey ◽  
Word Of Mouth ◽  
Emerging Market ◽  
Online Communication ◽  
Viral Marketing ◽  
Business Strategies ◽  
Electronic Word Of Mouth

The purpose of this study was to examine how electronic word-of-mouth (eWOM) communication of Facebook is influenced by social exchanges, social capital, and service quality dimensions. The online survey was conducted with a pre-tested and self-administered questionnaire, and a structural equation model was used to examine the hypothetical relationships. The results of the structural model provide insights into four key antecedents for the effective use of eWOM communication from a social capital and exchange perspective. In particular, reciprocity, tie strength, trust, and interaction service quality significantly and positively influence eWOM communication, demonstrating that social media users engage in online communication when they have a positive perception toward these psychological dimensions. The comprehensive study offers an extended theoretical perspective on eWOM literature for emerging market context and clearly examines the influencing factors of eWOM that remain to be addressed in this context. Since eWOM is widely used in social media to promote viral marketing through its powerful connection and interpersonal relationship-building capabilities, the results of the study have important implications for the practitioners with respect to sustainable advertising and business strategies.

scholarly journals Campaign participation, spreading electronic word of mouth, purchase: how to optimise corporate social responsibility, CSR, effectiveness via social media?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Svetlana Bialkova ◽  
Stephanie Te Paske
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Online Survey ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Socially Responsible ◽  
Content Type ◽  
And Performance ◽  
Corporate Social

PurposeThe purpose of this paper is to investigate how to optimise corporate social responsibility (CSR) when communicating via social media. In particular, the communication type, cause proximity and CSR motives are addressed facing the increased demand for transparency and the grown consumers' expectations towards socially responsible brands.Design/methodology/approachOnline survey was developed, based on a profound literature review and a field research we did on the actual social media behaviour of socially responsible brands. Consumers attitudes and behavioural reactions in terms of willingness to participate in a campaign, to spread e-WOM and to purchase were investigated, as a function of CSR motives (value vs performance vs value and performance) and cause proximity (national vs international), respectively, with monologue (study 1) and dialogue communication type (study 2).FindingsCause proximity enhanced the campaign participation, and this effect was pronounced for both, monologue and dialogue type of communication. CSR motives modulated the willingness to spread electronic word-of-mouth, and this holds for both, monologue and dialogue communication. Attitudes and purchase intention were highest when value- and performance-driven motives were communicated, but these effects appeared only when the message was in a dialogue form of communication. Message credibility and CSR motives credibility perception further modulated consumers response.Practical implicationsThe outcomes could be used in developing marketing (communication) strategies leading to values and revenues optimisation.Originality/valueThe results are discussed in a framework of how CSR resonates via social media.

Virtuality at work and social media use among dispersed workers

2019 ◽  
Vol 41 (3) ◽  
pp. 358-373 ◽  
Author(s):  
Karolis Tijunaitis ◽  
Debora Jeske ◽  
Kenneth S. Shultz
Keyword(s):  
Social Capital ◽  
Social Media ◽  
Online Survey ◽  
Media Use ◽  
Shared Vision ◽  
Network Ties ◽  
Social Media Use ◽  
Content Type ◽  
Student Workers ◽  
The Relationship

Purpose Technology and globalization of services have facilitated the digitalization of many processes at work. However, their impact on social capital is unknown. The purpose of this paper is to examine the relationships between virtuality in the workplace and social capital. Design/methodology/approach Using an online survey, the authors recruited 152 female student workers using an opportunity sampling approach. Findings Participants who used social media at work (n=112) reported higher social capital overall than participants who did not use any social media to communicate with colleagues at work (n=40). This difference also presented itself in terms of the social capital subscales (network ties, shared vision and trust). Mediation analysis conducted with users of social media at work revealed that social media use was a significant mediator in the relationship between virtuality at work and social capital overall (partial mediation). Subsequent analyses with the subscales for virtuality and social capital suggested full mediation of the relationship in most instances (with the exception of work practices). Originality/value This is the first study to examine the relationship between virtuality, social media and social capital at work. The result of this study suggests that social media use at work between colleagues can play a significant role in promoting social capital in workplaces that are heavily reliant on technological application to support interactions at work and feature geographical and temporal dispersion.

Electronic word-of-mouth generation and regulatory focus

2019 ◽  
Vol 32 (1) ◽  
pp. 23-45 ◽  
Author(s):  
Muhammad Sohaib ◽  
Umair Akram ◽  
Peng Hui ◽  
Hassan Rasool ◽  
Zohaib Razzaq ◽  
...  
Keyword(s):  
Regulatory Focus ◽  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Positive Impact ◽  
Sampling Technique ◽  
Ordinary Least Squares ◽  
Equation Modeling ◽  
Electronic Word Of Mouth ◽  
Content Type

Purpose The purpose of this paper is to investigate the electronic word-of-mouth (eWOM) motivations of regulatory-focused customers with positive and negative consumption experiences. Design/methodology/approach An online survey is conducted in Beijing and Shanghai. A random sampling technique is used to collect data from 854 respondents. Two scenarios of eWOM communication – positive and negative consumption experiences – are randomly assigned to each respondent. This study employs the structural equation modeling and confirmatory factor analysis techniques. However, it uses ordinary least squares and logistic regression to analyze 137 participants in the experimental study. Findings Promotion-focused customers that aim for self-enhancement and obtaining social benefits are motivated to spread positive eWOM on social networking sites. However, prevention-focused customers are driven by vengeance and anxiety, revealing higher intentions to post negative eWOM on review sites. eWOM generation is subject to gender, as promotion-focused male customers spread it more than both prevention-focused and promotion-focused female customers. Moreover, platform assistance (PA) has a significant positive impact upon regulatory-focused customers and eWOM (positive vs negative) relationships. Practical implications This study provides a deeper understanding of motivational factors of eWOM communication. Specifically, in case of product or service failure, negative consumption experiences drive prevention-focused customers to generate negative eWOM. Thus, using various tactics, marketers need to shift customers from focusing on prevention to focusing on promotion. For example, redeemable free coupons can shift customer attention and generate positive eWOM. Originality/value This study provides unique insights about eWOM motivation across genders. It examines regulatory focus, positive vs negative consumption experiences and moderation of PA.

Exploring the influence of electronic word-of-mouth on tourists’ visit intention

2015 ◽  
Vol 17 (4) ◽  
pp. 381-395 ◽  
Author(s):  
Ping Wang
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Structural Model ◽  
Source Credibility ◽  
Information Source ◽  
Dual Process ◽  
Electronic Word Of Mouth ◽  
Content Type ◽  
Process Perspective

Purpose – The purpose of this study is to explore the influence of electronic word-of-mouth (eWOM) on outbound tourists’ intention to visit a destination through a dual-process perspective – the central route of argument quality (AQ) and the peripheral route of source credibility (SC). With the pervasion of Web 2.0 and information and communication technology, user-generated content (UGC) has become popular in the online environment, and it affects consumers’ decisions greatly. Design/methodology/approach – A structural model based on Elaboration Likelihood Model (ELM) and theory of planned behavior (TPB) is proposed in this study to explore the influence of eWOM on outbound tourists’ intention to visit a destination. Empirical data were collected among Chinese outbound tourists via an online survey. The data were analyzed using structural equation model with SPSS Amos 22.0. Findings – The research results indicate that tourist’s attitude toward a destination was positively influenced by AQ of eWOM, and intention to recommend the destination before travel was positively influenced by attitude toward destination and SC of destination-related eWOM. Outbound tourists’ intention to visit a destination was positively determined by AQ, attitude toward destination and WOM intention. Several practical and theoretical implications are also discussed in the study. Originality/Value – This study contributed to the understanding of individual’s decision-making through a dual-process perspective. Findings indicate that the dual influence process delineated in theory of ELM is also applicable to explain individual’s decision in complicated information source.

Investigating “message forwarding behavior” of mobile phone users

First Monday ◽  
2020 ◽  
Author(s):  
Devendra Dilip Potnis ◽  
Bhakti Gala ◽  
Kanchan Deosthali
Keyword(s):  
Social Media ◽  
Mobile Phone ◽  
Real Time ◽  
Mobile Phones ◽  
Online Survey ◽  
Word Of Mouth ◽  
Instant Messaging ◽  
Emotional Responses ◽  
Electronic Word Of Mouth ◽  
Open Coding

In an online survey, 108 mobile phone users in the age bracket of 18 to 21 in India reported their emotional responses to six humorous, warning, and philosophical messages in real time. Using open coding, researchers coded respondents’ sentiments into positive, negative, and neutral categories and traced their effect on (a) the respondents’ intention to forward the messages, which was captured in real time; and, (b) potential recipients of the forwarded messages. Findings inform the research on electronic word-of-mouth on social media-based instant messaging platforms and mobile phones. Implications in terms of identifying and containing the spread of misinformation on social media are discussed.

Social media usage, electronic word of mouth and purchase-decision involvement

2017 ◽  
Vol 9 (2) ◽  
pp. 134-145 ◽  
Author(s):  
Shantanu Prasad ◽  
Ishwar C. Gupta ◽  
Navindra K. Totala
Keyword(s):  
Social Media ◽  
Convergent Validity ◽  
Discriminant Validity ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Purchase Decision ◽  
Valuable Insight ◽  
Electronic Word Of Mouth ◽  
Content Type ◽  
Media Usage

Purpose The purpose of this paper is to propose the theory which gives valuable insight into the context of social media, electronic word of mouth (EWOM), trust and purchase-decision involvement. Design/methodology/approach A review of the existing literature was carried out and construct-wise measurement items were adapted from existing scales. Experts reviewed the items and validated. Convergent validity, discriminant validity and reliability of the scales were tested with the data collected from 252 respondents. Structural equation modeling was used to examine the proposed model. Findings Social media usage and EWOM have positive impact on purchase-decision involvement and online trust plays a vital mediating role in this context. Originality/value The implications of findings of this research are relevant for managers and public policy makers. People can be sensitized against any menace or can be made aware about any good things in the society in true sense so that they become proactive, participate and take decision (or purchase decision).

scholarly journals Self-presentation, privacy and electronic word-of-mouth in social media

2017 ◽  
Vol 26 (4) ◽  
pp. 415-428 ◽  
Author(s):  
Oleksandra Pasternak ◽  
Cleopatra Veloutsou ◽  
Anna Morgan-Thomas
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Brand Management ◽  
Electronic Word Of Mouth ◽  
Structured Interviews ◽  
Self Presentation ◽  
Content Type ◽  
Privacy Preferences ◽  
Self Image ◽  
The Individual

Purpose This study aims to explore the nature of electronic word-of-mouth (eWOM) and the key drivers of this consumer-generated brand communication, focusing on eWOM in the context of social media communications. Design/methodology/approach The study uses inductive qualitative design, and the data have been collected via 22 semi-structured interviews with individuals who follow brands on Facebook. Findings Building on interview data, the paper advances a conception of eWOM in the social media context and highlights that eWOM consists of a broad range of brand-related communications, which include such activities as consuming, commenting, posting and forwarding information. The study also uncovers two major antecedents of eWOM, which are one’s concern for self-presentation and privacy. Research limitations/implications Further research could examine additional drivers of brand-related eWOM in the context of Facebook brand pages, and investigate eWOM in other social media platforms. Practical implications The findings have two important implications for brand management. Firstly, considering the importance of self-presentation, brands are advised to develop an in-depth understanding of the types of self-image pursued by their target audience. Secondly, given the concerns about privacy on social media, brands may carefully consider and manage the levels of privacy that should apply when communicating with their followers. Originality/value The novel insights centre on the individual differences in eWOM activity, and the importance of one’s perceptions of self-image and privacy in explaining these differences. It seems that the propensity to engage in eWOM and the form that this communication takes are the reflections of one’s self-presentation and privacy preferences.

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