Reconciling the effects of positive and negative electronic word of mouth: roles of confirmation bias and involvement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muh-Chyun Tang ◽  
Pei-Min Wu
Keyword(s):  
Peer Review ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Intrinsic Value ◽  
Confirmation Bias ◽  
Product Category ◽  
Electronic Word Of Mouth ◽  
Content Type ◽  
Before And After ◽  
Mystery Novels

PurposeThe study explored users' tendency of confirmation bias when processing congenial vs. uncongenial electronic-word-of-mouth (e-WOM) about mystery fictions, a hedonic product category with strong experience and hedonic characters.Design/methodology/approachA two-stage judgment approach was employed where the participants were asked to judge a set of mystery novels twice: one before, and another after they were exposed to positive and negative e-WOM. The first-stage judgment established two favored and two disfavored titles by each participant. They were then asked to read six consumer reviews – three positive and three negative – for each of the four titles. The procedures created four review evaluation situations: two congruent and two incongruent, which allowed the authors to assess the participants' perceptions of congenial and uncongenial reviews and their rating adjustments of the titles. Participants' involvement in mystery novels was also measured to test its moderating effect on confirmation bias.FindingsConfirmation bias in the evaluation of e-WOM was observed and reinforced by the user's involvement in the genre. Congenial reviews were perceived to be significantly more credible, better reflect the intrinsic value of a title and less subjectively motivated than uncongenial reviews. Furthermore, after exposure to equal amount of positive and negative e-WOM, an asymmetrical adjustment of final rating of the titles was observed. A significantly greater downward adjustment was observed for disfavored than favored titles. Stronger positive confirmation bias was also observed in the evaluation of WOM.Research limitations/implicationsPrevious studies on e-WOM have shown conflicting findings on the relative efficacy of positive vs. negative reviews. By introducing the factor of prior attitudes, the study demonstrated that whether WOM is consistent with an individual's prior attitude, rather than the valences of WOM in itself, determines its persuasiveness. Thus, it established the confirmation bias in users' processing of e-WOM. The finding highlights the importance for marketers to establish a positive initial impression, which, as the findings demonstrated, helps alleviate the damages caused by negative WOM.Originality/valueThis is the first study that has ever attempted to study the effect of confirmation bias during the users' processing of e-WOM in an experimental setting. By having the participants judge the books before and after exposure to congenial and uncongenial e-WOM, the authors were able to establish the link between the users' prior commitment to a book and their subsequent judgment of both the titles and the e-WOM.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-01-2020-0026

How electronic word of mouth (e-WOM) triggers intention to visit through destination image, trust and satisfaction: the perception of a potential tourist in Japan and Indonesia

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ida Bagus Putu Purbadharmaja ◽  
Putu Yudi Setiawan ◽  
Toshikatsu Hayashi ◽  
Anak Agung Bagus Putu Widanta
Keyword(s):  
Peer Review ◽  
Word Of Mouth ◽  
Structural Model ◽  
Developed Countries ◽  
Tourism Industry ◽  
Online Discussions ◽  
Theory And Practice ◽  
Destination Image ◽  
Electronic Word Of Mouth ◽  
Content Type

PurposeThe purpose of the paper is to analyze the different results between the effects of electronic word of mouth (e-WOM) on the perception of potential tourist in Japan and Indonesia regarding destination image, destination trust, satisfaction and their intention to visit.Design/methodology/approachThis research method is a structural model. Based on the existing literature review, several variables were obtained which were then analyzed by WarpPLS 6.0 software. The sampling method applied in this study is the purposive sampling technique. Samples of 200 potential tourists were collected in Indonesia and 100 potential tourists were collected in Japan. The population in this study was a potential tourist in Indonesia and Japan, with the following criteria: An Indonesian citizen, age between 19 and 60 years, who has never visited Japan and a Japanese citizen who has never visited Indonesia and have ever read or conduct online discussions regarding Japan and Indonesia as a tourist destination.FindingsThe results of the analysis of the two respondents in Japan and Indonesia prove that e-WOM has a positive effect on the image of the destination and intention to visit but not on the confidence of the destination. Destination image was also proven to significantly mediate the influence of e-WOM on intention to visit. These findings bring important implications for the theory and practice of tourism marketing.Originality/valueTheoretically, the result could be used as a reference for further research about the comparison between the effect e-WOM on destination image, destination trust and intention to visit of potential tourist in developed countries and developing countries. Practically, the result could be used as a consideration for the tourism industry and authority in both countries when formulating the destination marketing strategy.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-03-2019-0111

scholarly journals A typology of conspicuous donation on Facebook

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Elaine Wallace ◽  
Isabel Buil
Keyword(s):  
Social Media ◽  
Impression Management ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Intrinsic Value ◽  
Personal Meaning ◽  
Content Type ◽  
Good Deed ◽  
The Usa ◽  
Donation Behavior

Purpose This study aims to present a typology of Facebook followers of charities, drawing on theories of value co-creation, impression management and conspicuous donation behavior. Design/methodology/approach Data from 234 students based in an Irish University and 296 adults in the USA were subjected to cluster analysis. Findings Four segments were identified, common to both samples. Quiet donors are less likely to engage with a charity on Facebook, yet they may donate to the charity. They follow a charity if it offers intrinsic meaning, and they quietly donate money. Facebook expressives mention charities on Facebook to impress others, but have low intention to donate. Following the charity on Facebook is a means to virtue signal, but it helps to spread word of mouth. Friendly donors are active on social media and engage with charities on Facebook when there is personal meaning, and they will donate. Following the charity offers them intrinsic value, and their Facebook mentions promote the charity online. Finally, dirty altruists are motivated by a desire to help, but also to impress others. They will donate, but they will ensure to highlight their good deed on Facebook, to virtue signal. Originality/value The study contributes to the literature investigating individuals’ motivations to connect with charities through social media and suggests value co-created by types of charity followers on Facebook.

“Click like if you like it”: the effect of directional posts on social network sites

2017 ◽  
Vol 41 (5) ◽  
pp. 672-690 ◽  
Author(s):  
Manuela López ◽  
Maria Sicilia ◽  
Peeter W.J. Verlegh
Keyword(s):  
Social Network ◽  
Experimental Design ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Social Network Sites ◽  
Marketing Channel ◽  
Electronic Word Of Mouth ◽  
Content Type ◽  
Consumer Responses ◽  
Everyday Lives

Purpose Social network sites (SNSs) are an important part of consumers’ everyday lives, and have been recognized as a useful marketing channel. However, little is known about how brands should communicate in order to be more effective and maximize the diffusion of electronic word of mouth (eWOM) in these platforms. The purpose of this paper is to explore the effect of directional posts on consumers depending on previous diffusion of the post and consumers’ connectivity. Design/methodology/approach A between-subjects experimental design was used. The sample consisted of 369 individuals. Findings The results show that directional posts only enhance the intention to spread eWOM and the attitude toward the product when the brand post was highly diffused. This effect is stronger among highly connected consumers (hubs) than among less well-connected individuals. Originality/value To the best of the authors̓ knowledge, this is one of the first studies to analyze the persuasiveness of marketers’ explicit encouragements to “like” brand posts, a tactic known as directional posts. The study investigates whether and how consumer responses to directional posts are influenced by responses from others and by the number of connections that consumers have within the SNSs.

Reuse, recycle … reduce: a greener library with print management

2012 ◽  
Vol 30 (3) ◽  
pp. 408-417 ◽  
Author(s):  
Megan E. Dempsey ◽  
Alex Palilonis
Keyword(s):  
Management System ◽  
Design Methodology ◽  
Content Type ◽  
Before And After ◽  
Practical Implications

PurposeThe purpose of this paper is to describe the implementation of a print management system to control costs and reduce waste associated with printing practices.Design/methodology/approachA paper collection study found that 8 percent of pages printed in the library were never claimed. A print management system was implemented requiring print jobs to be manually released by users. Statistics on toner lifespan and number of pages printed before and after the system was implemented were compared.FindingsThe print management system reduced the total number of pages printed in a semester by 32 percent from Fall 2009 to Fall 2011 and increased the lifespan of toner cartridges so they would perform more efficiently.Practical implicationsImplementing a print management system without charging students a printing fee reduces the amount of wasted paper and the costs associated with purchasing paper and toner for printing services.Originality/valueThe paper describes the implementation of a print management system in a library that has substantially reduced the number of pages printed from library computers and the amount of toner used. The authors believe they have made a significant impact on reducing a primary area of waste.

scholarly journals Which cues cause consumers to perceive brands as more global? A conjoint analysis

2015 ◽  
Vol 32 (6) ◽  
pp. 606-626 ◽  
Author(s):  
Sarah De Meulenaer ◽  
Nathalie Dens ◽  
Patrick De Pelsmacker
Keyword(s):  
Cluster Analysis ◽  
Conjoint Analysis ◽  
Consumer Culture ◽  
Design Methodology ◽  
Product Category ◽  
Relative Importance ◽  
Brand Name ◽  
High Involvement ◽  
Content Type ◽  
Practical Implications

Purpose – The purpose of this paper is to investigate how the globalization (vs localization) of different cues (advertising copy, brand name, spokesperson, brand logo) influences consumers’ perceived brand globalness. Design/methodology/approach – The authors conducted conjoint analyses for two products differing in product category involvement (chocolates vs computer) with 200 consumers from the Netherlands. Additionally, based on cluster analysis, the authors divide respondents into two groups: local vs global consumer culture individuals, and the authors compare the results of the conjoint analysis for these two clusters. Findings – Advertising copy is most important in determining perceived brand globalness. The spokesperson and the brand logo determine perceived brand globalness more strongly for a low-involvement product, whereas the brand name is more important for a high-involvement product. Further, the spokesperson and the brand logo are relatively more important for global consumer culture individuals, while local consumer culture individuals find the brand name and advertising copy relatively more important. Practical implications – The most important cue to position a brand as global is the advertising copy. Brand managers of a low-involvement product and/or targeting global-minded consumers should concentrate on the spokesperson and the brand logo to position their brand. Managers of a high-involvement product and/or targeting local-minded people should focus on the brand name. Originality/value – While a number of researchers have emphasized the importance of perceived brand globalness for international consumer behavior, the present study is the first to the authors’ knowledge to investigate the relative importance of different cues in creating perceptions of brand globalness.

Effects of activity-based workspaces on employee belongingness

Facilities ◽  
2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shang Gao ◽  
Sui Pheng Low ◽  
Hua Qian Gong
Keyword(s):  
Attachment Theory ◽  
Design Methodology ◽  
Sense Of Control ◽  
Content Type ◽  
Corporate Real Estate ◽  
Positive Sense ◽  
Before And After ◽  
Negative Effect ◽  
Open Plan

Purpose The purpose of this study is to investigate the effects of the activity-based workspace (ABW) on employee belonging. Place attachment theory (PAT) is used as a proxy to understand and measure the belongingness of employees to their physical workplaces. Design/methodology/approach A case study of a bank’s newly retrofitted ABW office is conducted, providing fresh perspectives on the effect of ABW on employee belonging. A questionnaire survey was used to understand employee belongingness. Surveys are conducted with employees of the bank (n = 100) who experienced the transition from the conventional open-plan office with designated seats to an ABW, to understand and compare the change in employee belonging after the transition, by studying the level of belonging achieved in the space before and after. Findings The results showed that there was a positive sense of belongingness amongst employees working in the ABW space, as per the PAT framework and an increased sense of belongingness compared with the previous conventional open-plan office. However, ABWs were found to also have a negative effect on employees’ sense of control and security. Originality/value Maslow’s hierarchy of needs indicates that a feeling of belonging is fundamental to humans. The need for belonging is also applicable in the workplaces of today’s progressive corporate organisations, where there is increased pressure and incentive to appeal to and retain talent. This research was conducted in response to the huge growth in interest in activity-based working across the corporate real estate community. As there has been no prior research done in the area of the emotional need for belongingness in ABW.

Exploring lack of closure as a brand transgression

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jacqueline Burgess ◽  
Christian Jones
Keyword(s):  
Brand Equity ◽  
Thematic Analysis ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Brand Management ◽  
Negative Word ◽  
Television Series ◽  
Content Type ◽  
Brand Transgression ◽  
Practical Implications

Purpose This study aims to contribute to research into narrative brands by investigating if the lack of closure in the ambiguous season two’s ending of the Australian television series, Wanted, constituted a brand transgression. Design/methodology/approach Comments on posts about Wanted from social media accounts associated with the series were downloaded and analysed using thematic analysis informed by non-participatory netnography. Findings Audiences found the ambiguous ending of Wanted season two disappointing and it did not fulfil implied promises and their expectations, which fits the description of a brand transgression, and so they engaged in behaviours indicative of a brand transgression such as spreading negative word of mouth online. The ambiguous ending could have been a cliff-hanger to lead into a third season that was not guaranteed when the final episode aired, or the ending for the entire series. Although a third season was eventually made and positively received by audiences, viewer numbers declined by nearly a third, illustrating the importance of brand management for narrative brands. Practical implications This research has implications for the creators of television series, particularly if they do not know if it will be renewed. Not providing audiences with their expected closure can constitute a brand transgression and damage the narrative brand’s residual brand equity and potential earnings from streaming or a revival at a later date. Originality/value Prior research has focused on audiences’ responses to definitive endings, rather than ambiguous endings, which is the focus of this research. Furthermore, narrative brands are still an under-researched context.

Wisconsin Assistive Technology Initiative framework for supporting assistive technology decision-making in Singapore schools: perspectives of in-service educators

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Meng Ee Wong ◽  
YingMin Lee
Keyword(s):  
Decision Making ◽  
Assistive Technology ◽  
Peer Review ◽  
Design Methodology ◽  
Resource Constraints ◽  
Written Feedback ◽  
Technology Initiative ◽  
Content Type ◽  
Trial Experience ◽  
Practical Implications

PurposeThis study explored in-service educators' experience of using the Wisconsin Assistive Technology Initiative (WATI) for assistive technology (AT) decision-making within Singapore schools.Design/methodology/approachThe study adopted a qualitative design. Eight educators across both mainstream and special education schools were introduced to the WATI framework which they subsequently employed as a trial experience for a student under their care. Written feedback gathered from participants was analysed to identify common issues and themes regarding the use of the WATI framework for AT decision-making.FindingsThe comprehensive consideration of a broad scope of different factors, provision of a structured process for AT decision-making, as well as a common language for use by different stakeholders emerged as key benefits of implementing the WATI. Challenges encountered include administrative struggles in gathering different stakeholders together, time and resource constraints and difficulties in loaning AT devices for trial use.Practical implicationsBased on educators' feedback, recommendations to facilitate the adoption of the WATI for AT decision-making within Singapore schools are discussed and considered. This study also highlights the need for greater AT instruction within both preservice and in-service teacher preparation programmes in Singapore.Originality/valueSchools in Singapore currently rarely adopt any frameworks in place to guide educators through a systematic process of AT consideration. It is anticipated that this study will spearhead and drive the adoption of systematic frameworks such as the WATI for better AT decision-making within Singapore schools.Peer reviewThe peer review history for this article is available at: https://publons.com/publon 10.1108/JET-03-2021-0015

scholarly journals E-waste-word of mouth (EW-WOM) generation: a fuzzy set qualitative comparative analysis (fs/QCA)

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sajad Rezaei ◽  
Ree Chan Ho
Keyword(s):  
Comparative Analysis ◽  
Peer Review ◽  
Fuzzy Set ◽  
Word Of Mouth ◽  
Qualitative Comparative Analysis ◽  
Equation Modeling ◽  
Content Type ◽  
Electrical Devices ◽  
Market Maven ◽  
Asymmetrical Relationships

PurposeThis study aims to examine the asymmetrical relationships among information-sharing desire, moral attitudes, lack of concern, relative advantage, market maven tendency and complexity as the antecedents of E-waste-word of mouth (EW-WOM) generation.Design/methodology/approachTo obtain a holistic view and the interrelationships between conditions, the configural analysis was conducted to assess the asymmetrical relationships using fuzzy set qualitative comparative analysis (fs/QCA). In addition, construct validity, reliability and symmetrical relationships between antecedent conditions (i.e. exogenous constructs) and outcome conditions (i.e. endogenous constructs) are examined using variance-based structural equation modeling (VB-SEM) technique.FindingsResults imply that market maven tendency accounts for 86.8% of the sum of the memberships in EW-WOM generation. In total, 11 configurations show sufficiency in constructing EW-WOM generation. The configuration of relativeadvanta*moralattitudes*marketmaventend shows the highest consistency value (0.939684) in producing EW-WOM generation (outcome condition). The ∼relativeadvanta *moralattitudes*complexity*∼lackfconcern with raw coverage of 0.626757 and consistency value of 0.864088 show the most sufficient configuration path in producing the outcome.Originality/valueProduct review and recommendation are easily shared in various communication formats and consumers are prone to disseminate information and their experiences with other market segments. However, the role and phenomena of such viral communication in preventing environmental issues caused by electronic and electrical devices (i.e. E-waste) are not well understood. This study is among a few attempts at understanding consumer's decision-making process to engage in E-waste activities such as the reduction of garbage, recycling, compositing and the reuse of electronic or electrical devices.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-11-2019-0343

How to motivate opinion leaders to spread e-WoM on social media: monetary vs non-monetary incentives

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Manuela López ◽  
Maria Sicilia ◽  
Peeter W.J. Verlegh
Keyword(s):  
Social Media ◽  
Experimental Design ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Negative Impact ◽  
Monetary Incentive ◽  
Opinion Leaders ◽  
Monetary Incentives ◽  
Content Type ◽  
Source Of Information

PurposeOpinion leaders are increasingly important as a source of information, with consumers judging them to be more credible than other media and more influential than other consumers. Thus, companies have an interest in engaging opinion leaders to post about products and brands, and the authors analyse different incentives for encouraging them to spread the word on social media (via electronic word-of-mouth [e-WoM]).Design/methodology/approachA 2 × 3 between-subjects experimental design was developed in which 359 technological opinion leaders (bloggers) participated. The authors manipulated the monetary incentive (money vs no money) and non-monetary incentives (information only vs return product vs keep product) offered in exchange for a brand post.FindingsVarious techniques for approaching opinion leaders are effective, but to differing degrees. Providing a product free of charge increases the likelihood that opinion leaders will post about it, and the highest intention to post is observed when they are allowed to keep the product. In contrast, giving money to opinion leaders could have an indirect negative impact on their intention to post through the expected negative reaction of followers.Originality/valueIt remains unclear how opinion leaders can best be encouraged to spread e-WoM, as incentives used for consumers may work differently for opinion leaders, who have followers that they want to maintain. The main contribution of this paper lies in its explanation of why opinion leaders react differently to monetary versus non-monetary incentives.

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