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.

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.

Why travelers use Airbnb again?

2017 ◽  
Vol 29 (9) ◽  
pp. 2464-2482 ◽  
Author(s):  
Zhenxing Mao ◽  
Jiaying Lyu
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
The Body ◽  
Integrative Model ◽  
Clear Understanding ◽  
Electronic Word Of Mouth ◽  
Repurchase Intention ◽  
Content Type ◽  
Starting Point ◽  
Unique Experience

Purpose The purpose of this study is to examine the psychological factors that motivate travelers to consider reusing Airbnb. Design/methodology/approach This study proposes and tests an integrative model that synthesizes the Theory of Planned Behavior (TPB), Prospect Theory (PT) and other Airbnb-relevant constructs (unique experience expectation, familiarity and electronic word of mouth) as the primary determinants of the Airbnb repurchase intention using an structural equation model (SEM) approach. Findings Both attitude and subject norms are significant determinants of repurchase intention, whereas perceived behavioral control is not. In addition, perceived value and risk have only direct significant impacts on attitude and, in turn, indirectly affect repurchase intention. Unique experience expectation, familiarity and electronic word of mouth exert direct and indirect influences on repurchase intention. Research limitations/implications This study extends the body of knowledge by integrating TPB and PT to investigate consumer repurchase intention in Airbnb, which provides a theoretical baseline and serves as a starting point for exploring the structural relationships of Airbnb and the sharing economy. Practical implications Airbnb should place more emphasis on value packages and authentic/unique travel experience to retain and attract more travelers. More safety/security programs should be put in place and clearly communicated to reduce the perceived risks. In addition, Airbnb may publicize positive word of mouth and introduce and expand familiarity programs to incentivize Airbnb travelers. Originality/value This study explores the psychological reasons why travelers will re-patronize Airbnb, providing insights into the motives of Airbnb travelers. A clear understanding of Airbnb travelers’ repurchase intention will facilitate to develop effective strategies for Airbnb to induce positive repurchase behaviors.

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.

How social media strategies of nonprofit organizations affect consumer donation intention and word-of-mouth

2017 ◽  
Vol 45 (11) ◽  
pp. 1775-1786 ◽  
Author(s):  
Yi Feng ◽  
Lanying Du ◽  
Qian Ling
Keyword(s):  
Social Media ◽  
Nonprofit Organizations ◽  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Equation Model ◽  
Electronic Word Of Mouth ◽  
Perceived Trust ◽  
Donation Intention ◽  
Positive Effect

Our purpose in this study was to validate the role of consumers' perceived trust and satisfaction in the internal mechanism of the effect of nonprofit organizations' social media strategies on consumers' donation intention and electronic word-of-mouth. We developed an online survey that was completed by 242 followers of the One Foundation nonprofit organization on social media. Responses were analyzed with a structural equation model. The results showed that both dissemination and interactivity had a significantly positive effect on consumers' perceived trust and satisfaction, which subsequently influenced their donation intention, and electronic word-of-mouth. Disclosure had a positive effect only on trust. Practical implications for managers of nonprofit organizations are discussed.

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.

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.

scholarly journals Self-presentation via electronic word of mouth – a reflective or impulsive activity?

2019 ◽  
Vol 13 (3) ◽  
pp. 331-350 ◽  
Author(s):  
Anders H. Wien
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Effective Sample Size ◽  
Electronic Word Of Mouth ◽  
Self Monitoring ◽  
Self Presentation ◽  
Content Type ◽  
The Relationship

Purpose Previous research suggests that self-presentation causes people to have a reflective tendency to produce electronic word-of-mouth (eWOM). Drawing on the theory of the reflective-impulsive model (RIM), this paper aims to examine whether self-presentation also could motivate an impulsive tendency to produce eWOM. Self-monitoring is suggested as a possible moderator in the relationship between self-presentation and impulsive eWOM production. Design/methodology/approach Data were collected based on an online survey of members from a consumer panel. The effective sample size was 574 respondents. Structural equation modeling (SEM) was used to analyze the data. Findings The findings show that self-presentation may drive both impulsive and reflective eWOM tendencies; however, that the relationship between self-presentation and impulsive eWOM tendency is contingent on high levels of self-monitoring. Originality/value By including self-monitoring as a moderator, this study is the first to show a relationship between self-presentation and impulsive eWOM production. Moreover, the findings show that both impulsive and reflective eWOM tendencies are associated with an enhanced tendency to produce eWOM, thereby demonstrating the usefulness of the RIM theory in understanding eWOM behavior. Overall, the findings shed light on how companies may stimulate eWOM production, and consequently provide insight into creating more effective eWOM campaigns.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

E-retailer cognitive and emotional relationship quality: their experiential antecedents and differential impact on brand evangelism

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ibrahim Al Nawas ◽  
Shadi Altarifi ◽  
Nabil Ghantous
Keyword(s):  
Relationship Quality ◽  
Social Presence ◽  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Growth Strategies ◽  
Content Type ◽  
The Difference ◽  
Brand Evangelism

PurposeLimited knowledge exists on the difference in the antecedents and outcomes of relationship quality's cognitive and emotional aspects for e-retailers. This research tests how utilitarian and hedonic shopping values differentially affect “cognitive and emotional” relationship quality components and how the latter differentially affects word-of-mouth and brand evangelism.Design/methodology/approachOnline survey data were collected from 450 Jordanian online shoppers. Structural equation modeling (AMOS 24.0) was employed to analyze the data.FindingsFirst, e-retailer's informativeness and transaction convenience (i.e. utilitarian values), drive more strongly cognitive than emotional relationship quality, whereas e-retailer's escapism and social presence (i.e. hedonic values) drive more strongly emotional than cognitive relationship quality. Second, emotional relationship quality has a strong significant effect on brand evangelism, whereas cognitive relationship quality's effect is insignificant. Third, there are no statistically significant differences concerning the effect of cognitive and emotional relationship quality on word-of-mouth.Originality/valueThe findings of our research are expected to enhance our understanding of e-retailer relationship quality, its emergence and consequences. They would also provide e-retailers with guidance on how to execute growth strategies by focusing on specific types of brand relationship quality, on the other hand.

scholarly journals Post-materialistic values and entrepreneurial intention – the case of Saudi Arabia

2019 ◽  
Vol 26 (1) ◽  
pp. 158-179 ◽  
Author(s):  
Khalid Alammari ◽  
Robert Newbery ◽  
Mohamed Yacine Haddoud ◽  
Emily Beaumont
Keyword(s):  
Saudi Arabia ◽  
Cultural Values ◽  
Structural Equation ◽  
Online Survey ◽  
Entrepreneurial Intention ◽  
Entrepreneurial Intentions ◽  
Entrepreneurial Activity ◽  
Cross Sectional Survey ◽  
Content Type ◽  
Materialistic Values

PurposeThe purpose of this paper is to investigate how cultural values influence the entrepreneurial process. It conceptualises the relationship between post-materialistic values and entrepreneurial intention to explain low entrepreneurial activity.Design/methodology/approachThe study was conducted in Saudi Arabia with non-entrepreneurs. An online survey returned 405 valid questionnaires, representing a 27 per cent response rate. The data were analysed using partial least structural equation modelling.FindingsThe paper identifies key factors that explain the influence of changing cultural values on entrepreneurial activity. The results show that post-materialistic values influence entrepreneurial intention by decreasing desirability and entrepreneurial self-efficacy.Research limitations/implicationsThe study conceptualises the interplay between cultural values and entrepreneurial intention in Saudi Arabia. Further insights can be developed by comparing Saudi Arabia with other countries. The study was conducted as a “snapshot” of the current situation of entrepreneurship in Saudi Arabia with a cross-sectional survey design.Practical implicationsThe paper holds important implications for entrepreneurship educators when addressing unsupportive cultures for entrepreneurial activity. Cultural and motivational approaches are suggested. While the former focuses on aspects that encourage the desire and confidence to start a business, the latter involves encouraging setting venture creation as a goal.Originality/valuePrevious studies indicated that post-materialistic values negatively influence entrepreneurship; this paper contributes further by exploring how this relationship manifests by exploring the intervening factors between post-materialistic values and entrepreneurial intention. It advances entrepreneurship research by investigating deep assumptions underlying the formulation of entrepreneurial intentions. It also responds to the need to understand the difference in the levels of entrepreneurial activity across countries.

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