Understanding the role of regulatory focus in e-tailing activities

2016 ◽  
Vol 30 (2) ◽  
pp. 212-222 ◽  
Author(s):  
Gopal Das
Keyword(s):  
Regulatory Focus ◽  
Word Of Mouth ◽  
Purchase Intentions ◽  
Sales Promotions ◽  
Content Type ◽  
Human Interactions ◽  
Online Purchase ◽  
Shopping Experience ◽  
Positive Word Of Mouth

Purpose Regulatory focus theory has been studied in an in-store retailing context. Although an in-store retailing differs from an e-tailing in terms of the factors such as absence of products, physical human interactions and store atmospherics, the application of regulatory factors in an e-tailing context is limited. This study aims to examine the moderating role of regulatory focus orientations in consumer e-tailing activities. Design/methodology/approach A laboratory experiment with 297 participants was conducted to test the theoretical propositions. Statistical techniques such as t-test were used to analyse the data. Findings Results show that a consumer online purchase intentions, product review and spreading positive word of mouth vary from promotion-focused individuals to prevention-focused individuals. Results also show that there is no difference in spreading negative word of mouth between promotion-focused and prevention-focused individuals after encountering an unpleasant shopping experience. Finally, results show both the regulatory focus-oriented shoppers are encouraged by sales promotions. Originality/value Arguably, this is the first study to examine how consumers’ regulatory orientations moderate their e-tailing activities. The results of this study have implications for both academicians and managers.

The impact of electronic word of mouth (e-WOM) on the online purchase intention of consumers in the Islamic countries – a case of (UAE)

2019 ◽  
Vol 10 (3) ◽  
pp. 759-767 ◽  
Author(s):  
Mohammed T. Nuseir
Keyword(s):  
United Arab Emirates ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Intentions ◽  
Research Approach ◽  
Electronic Word Of Mouth ◽  
Content Type ◽  
Online Purchase ◽  
Islamic Countries ◽  
The Impact

Purpose The purpose of this paper is to contribute to the marketing literature regarding Islamic countries, in particular the United Arab Emirates (UAE), by assessing the impact of electronic word of mouth (e-WOM) on brand image and on the online purchase intentions of consumers. Design/methodology/approach Using a descriptive research approach, this study used quantitative data to assess how the online purchase intentions of consumers in the UAE are influenced by e-WOM and brand image. Findings E-WOM has a significant impact on online purchase intentions and brand image among consumers. Brand image significantly influences the online purchase intentions of consumers. Research limitations/implications The conclusions may not be generalizable because not all areas of the UAE were represented in this study. In future studies, a larger and more inclusive sample would help to overcome this limitation. Practical implications This study will help marketers to understand the power of e-WOM, an important marketing tool, and to use resources more strategically to attract new customers. Originality/value E-WOM is the most commonly used and most effective medium of sharing opinions and reviews pertaining to various products and services in the market. Understanding how it influences the purchase intentions of consumers is imperative and has strong implications for marketers.

How co-creation uplift suggestion systems’ performance

2016 ◽  
Vol 8 (2) ◽  
pp. 197-222 ◽  
Author(s):  
Ali Gohary ◽  
Hamid Alizadeh ◽  
Kambiz Heidarzadeh Hanzaee
Keyword(s):  
Word Of Mouth ◽  
Service Failure ◽  
The Other ◽  
Intention To Use ◽  
Positive Word ◽  
Content Type ◽  
Simultaneous Study ◽  
Level Of Understanding ◽  
Positive Word Of Mouth

Purpose – Suggestion systems have always been used as the means of continuous development and co-creating values among the employees of organizations. On the other hand, the co-creation has been introduced as a solution to co-create values between companies and customers. Since a simultaneous study on setting up suggestion systems and co-creation among employees and customers have been ignored so far, the purpose of this paper, focussing on the combination of two strategies of suggestion systems (generally more effective among the employees of organizations) and co-creation (studied so far merely the scope of customers), is to evaluate variables leading to intention to use, improvement in understanding the concept of justice, and positive word-of-mouth. Design/methodology/approach – Two between-subjects experiments were carried out to explore the interactional role of co-creation, reward, and time in efficiency of suggestion systems. The first study which was carried out among customers analyzed the effect of setting up suggestion systems along with co-creation on the amount of their intention to use this system in the future and positive word-of-mouth. The second study discussed the effect of setting up suggestion systems along with co-creation on the level of understanding organizational justice and commitment. Findings – The results indicate that the effectiveness of co-creation and tangible factors, such as offered reward, on improving the evaluation of suggestion system. In the other word, when firm’s encourage customers to participate in value co-creation program in suggestion system, they perceive more justice and intend to participate more in such program in future. Originality/value – Most of the previous studies carried out on co-creation considered its effectiveness on occasions when a service failure occurs to consumers and the service provider urgently needs service recovery, but this paper aimed to provide a collaborative perspective toward co-creation through suggestion system that puts emphasis on service experience, innovation, and intention to future participation in such programs.

Understanding relationship benefits from harmonious brand community on social media

2016 ◽  
Vol 26 (4) ◽  
pp. 809-826 ◽  
Author(s):  
Mingli Zhang ◽  
Nuan Luo
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Positive Word ◽  
Brand Community ◽  
Content Type ◽  
Brand Communities ◽  
Relationship Benefits ◽  
Positive Word Of Mouth ◽  
Harmonious Community

Purpose – Brand communities have been labeled as a social aggregation of brand fans and businesses. Yet, limited research has examined customers’ perceived relationship benefits in brand community on social media. Drawing from social capital theory and relationship benefits research, the purpose of this paper is to discover how online harmonious brand community influence customers’ perceived relationship benefits (i.e. confidence, special treatment, social and honor). Design/methodology/approach – Hypotheses are tested by applying a structural equation modeling and the data are collected from a survey of smartphone community members (n=543) based on Sina Weibo. Findings – The results suggest that harmonious brand communities strengthen customers’ perceived relationship benefits on social media, which are the important factors to form community satisfaction and positive word-of-mouth of community. And community engagement amplifies the influence of harmonious brand communities and has a moderating effect on the role of harmonious community relationships in confidence benefits. Originality/value – The present study extends prior research on relationship benefits from the perspective of brand community based on social media and reveals the role of harmonious community relationships in developing community satisfaction and positive word-of-mouth.

Understanding psychological contract violation and its consequences on mobile shopping applications use in a developing country context

2018 ◽  
Vol 10 (2) ◽  
pp. 208-231 ◽  
Author(s):  
Prasanta Kr. Chopdar ◽  
V.J. Sivakumar
Keyword(s):  
Service Quality ◽  
Psychological Contract ◽  
Word Of Mouth ◽  
Perceived Value ◽  
Positive Word ◽  
Content Type ◽  
Psychological Contract Violation ◽  
Mobile Shopping ◽  
Positive Word Of Mouth

Purpose The purpose of this research is to investigate the influence of psychological contract violation (PCV) on service quality and perceived value, and consequently on users positive word of mouth intention towards mobile shopping applications. The role of personalization as a moderator is further investigated. Design/methodology/approach A descriptive research approach was adopted, and responses were gathered from 252 mobile shopping application users in India, using an online survey. The variance-based partial least square structural equation modelling approach was opted for analysing the research model. Findings The results showed the deleterious effects of PCV on service quality and perceived value. The findings further confirm the significant positive impact of service quality and perceived value on the positive word of mouth intention of users. The role of personalization in mitigating the adverse effects of PCV on perceived value among users of mobile shopping application is highlighted in the study; however, its role in safeguarding service quality is found to be insignificant. Research limitations/implications A study with larger sample of respondents from varied nationalities will aid in generalizing the findings of this research. Originality/value This is the first time that PCV and its consequences have been studied in the context of mobile shopping applications.

Let it flow: the role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Paula Rodríguez-Torrico ◽  
Rebeca San José Cabezudo ◽  
Sonia San-Martín ◽  
Lauren Trabold Apadula
Keyword(s):  
Subjective Experience ◽  
Word Of Mouth ◽  
Critical Role ◽  
Flow State ◽  
Content Type ◽  
Mediation Analyses ◽  
Proposed Model ◽  
Shopping Experience ◽  
Positive Direct

PurposeOmnichannel consumers are more proactive, engage in longer shopping journeys and share their experiences. However, their postpurchase behavioral responses remain understudied. This paper aims to examine how a seamless omnichannel environment can contribute to a more optimal shopping experience (flow state) and the subsequent impact on the likelihood of generating mixed (positive and negative) word of mouth (WOM).Design/methodology/approachA controlled experiment was conducted with 220 participants to test the proposed model based on the stimulus–organism–response (S-O-R) model and flow theory. The authors conducted an analysis of variance, two regression analyses and two mediation analyses to test the hypotheses.FindingsThe results confirm a positive direct effect of a seamless environment on consumers' flow state and a positive (negative) direct impact of flow on the likelihood of generating positive (negative) WOM. Additionally, the results suggest that flow mediates the effect of a seamless environment on WOM.Originality/valueThis study contributes to omnichannel and WOM literature by exploring the critical role of seamlessness in consumers' subjective experience (flow state) and postpurchase behaviors (mixed WOM). In conjunction with the relevant theoretical contributions, these findings also offer guidelines for practitioners to manage the seamless environment and mixed WOM in the omnichannel context.

Understanding the relationships between social media influencers and their followers: the moderating role of closeness

2020 ◽  
Vol 29 (6) ◽  
pp. 767-782 ◽  
Author(s):  
Brian J. Taillon ◽  
Steven M. Mueller ◽  
Christine M. Kowalczyk ◽  
Daniel N. Jones
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Qualitative Content Analysis ◽  
Purchase Intentions ◽  
Future Research ◽  
Student Sample ◽  
Content Type ◽  
Negative Effect ◽  
Moderating Role

Purpose The purpose of this paper is to better understand the role of closeness and the relationships between social media influencers and their followers, and, more specifically, how social media influencers can effectively manage their human brands. Design/methodology/approach Two studies were conducted to explore social media influencers. Qualitative content analysis and modeling with path analysis were used to analyze the data. Findings Results found attractiveness and likeability to positively predict attitudes toward the influencer, word-of-mouth and purchase intentions, whereas similarity only predicted word-of-mouth from the follower. Closeness served as a moderator but had different effects. Closeness positively moderated the effect of attractiveness on purchase intentions; however, it had a negative effect with similarity on purchase intentions. Moreover, closeness moderated the effect of likeability on attitude toward the influencer. Research limitations/implications This study was limited by the student sample as well as the students’ self-identification of a social media influencer. Future research should include experimental design manipulating well-known/followed or fictional social media influencers on different social media. Practical implications This paper explores the characteristics of social media influencers as well as the potential outcomes associated with influencers on social media. The implications for marketers and advertisers include a better understanding of how consumers engage with influencers on social media. Originality/value The role of closeness is identified as a moderator of consumers’ behaviors toward social media influencers.

Acceptance and forwarding of electronic word of mouth

2017 ◽  
Vol 35 (5) ◽  
pp. 594-610 ◽  
Author(s):  
Sabita Mahapatra ◽  
Abhishek Mishra
Keyword(s):  
Social Exchange ◽  
Regulatory Focus ◽  
Structural Equation ◽  
Social Exchange Theory ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Tie Strength ◽  
Electronic Word Of Mouth ◽  
Content Type

Purpose The purpose of this paper is to examine the influence of source credibility, message credibility and tie strength, on acceptance and subsequent forwarding of electronic word of mouth (EWOM). Forwarding EWOM (FEWOM) also depends on personality traits, which this work investigates in form of moderation effect of individual regulatory focus. Design/methodology/approach Hypotheses are developed using social exchange theory and the elaboration likelihood model and tested using structural equation modelling. Data were collected online, using a random sample of 324 respondents in India. Findings Findings indicate that source credibility and tie strength are instrumental in influencing acceptance of EWOM. A strong mediation role of acceptance of EWOM, confirms that people tend to forward information online only if they accept it. Research limitations/implications This study represents a unique effort to focus on the combined effects of message credibility, source credibility and tie strength on acceptance and subsequent forwarding of EWOM. Originality/value This study provides original insights about antecedents of FEWOM as well as the role of individual regulatory focus as a moderator in the process.

scholarly journals The impact of regulatory focus and word of mouth valence on search and experience attribute evaluation

2017 ◽  
Vol 51 (7/8) ◽  
pp. 1353-1373 ◽  
Author(s):  
Rajat Roy ◽  
Vik Naidoo
Keyword(s):  
Regulatory Focus ◽  
Word Of Mouth ◽  
Empirical Studies ◽  
Interactive Effects ◽  
Future Research ◽  
Product Positioning ◽  
Content Type ◽  
Consumption Decision ◽  
Positive Word Of Mouth ◽  
The Impact

Purpose This paper aims to investigate the direct and interactive effects of regulatory focus (promotion versus prevention), attribute type (search versus experience) and word of mouth valence (positive versus negative) on consumption decision for a service and a product. Design/methodology/approach Three empirical studies (two laboratories and a field experiment) using “university” and “mobile phone” as the research setting were used to test the key hypotheses. Findings Promotion (prevention)-focused subjects preferred experience (search) attributes over their counterparts while making consumption decision. This preference was further reinforced for both promotion and prevention-focused people under positive word of mouth. Under negative word of mouth, in comparison to their counterparts, promotion-focused people still retained their preference for experience attributes, whereas prevention-focused subjects reversed their preference and maintained status quo. Research limitations/implications Future research may validate and extend authors’ findings by looking into the underlying process or studying additional word of mouth variables that may moderate the current findings. Practical implications The findings will help managers devise a range of marketing strategies in the areas of advertising and product positioning, especially for products/services that are showcased in terms of experience and search attributes. Originality/value The current research is novel as no prior research has proposed and tested the two-way interaction between regulatory focus and search/experience attributes, or its further moderation by word of mouth valence.

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