Examining the antecedents of persuasive eWOM messages in social media

2014 ◽  
Vol 38 (6) ◽  
pp. 746-768 ◽  
Author(s):  
Shasha Teng ◽  
Kok Wei Khong ◽  
Wei Wei Goh ◽  
Alain Yee Loong Chong
Keyword(s):  
Social Media ◽  
Visual Cues ◽  
Source Credibility ◽  
Online Reviews ◽  
Intention To Use ◽  
Content Type ◽  
Decision Making Processes ◽  
The Impact ◽  
Practical Implications ◽  
Information Acceptance

Purpose – Numerous electronic word-of-mouth (eWOM) studies have been conducted to examine the effectiveness of persuasive eWOM messages. Despite the impact of eWOM messages in decision-making processes, few researches have directly tested potential antecedents of persuasive eWOM messages among message recipients in social media context. The purpose of this paper is to critically discuss and examine the determinants of persuasive eWOM messages when message recipients intend to accept and use eWOM messages. Design/methodology/approach – The authors reviewed extant literature of eWOM and proposed hypotheses regarding persuasive eWOM messages in social media context. A survey of 78 respondents was conducted and the data were analysed using SmartPLS. Findings – This study found that argument quality, source credibility, source attractiveness, source perception and source style are critical antecedents of persuasive eWOM messages. The PLS results suggested that source credibility (trustworthiness), source perception (usefulness, social ties) and source style (visual cues, number) are main characteristics of credible eWOM messages in relation to users’ intention to accept and use online reviews. The variance of information acceptance and intention to use were also explained in the findings. Practical implications – This paper identified critical antecedents of persuasive eWOM messages and suggested eWOM messages as a credible source. An integrated conceptual framework was developed to illustrate comprehensive antecedents of persuasive eWOM messages, and the relationships between these messages, information acceptance and intention to use. Originality/value – The significance of the study is to identify the effectiveness of eWOM messages and its impact on intention to accept and use these messages. Moreover, this study will provide insightful guidelines for marketers with practical implications in approaching emerging markets via eWOM initiatives.

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.

Fake news on Facebook: examining the impact of heuristic cues on perceived credibility and sharing intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Khudejah Ali ◽  
Cong Li ◽  
Khawaja Zain-ul-abdin ◽  
Muhammad Adeel Zaffar
Keyword(s):  
Public Health ◽  
Social Media ◽  
Design Methodology ◽  
Fake News ◽  
Content Type ◽  
Perceived Credibility ◽  
News Credibility ◽  
The Impact ◽  
Practical Implications ◽  
Active Processing

PurposeAs the epidemic of online fake news is causing major concerns in contexts such as politics and public health, the current study aimed to elucidate the effect of certain “heuristic cues,” or key contextual features, which may increase belief in the credibility and the subsequent sharing of online fake news.Design/methodology/approachThis study employed a 2 (news veracity: real vs fake) × 2 (social endorsements: low Facebook “likes” vs high Facebook “likes”) between-subjects experimental design (N = 239).FindingsThe analysis revealed that a high number of Facebook “likes” accompanying fake news increased the perceived credibility of the material compared to a low number of “likes.” In addition, the mediation results indicated that increased perceptions of news credibility may create a situation in which readers feel that it is necessary to cognitively elaborate on the information present in the news, and this active processing finally leads to sharing.Practical implicationsThe results from this study help explicate what drives increased belief and sharing of fake news and can aid in refining interventions aimed at combating fake news for both communities and organizations.Originality/valueThe current study expands upon existing literature, linking the use of social endorsements to perceived credibility of fake news and information, and sheds light on the causal mechanisms through which people make the decision to share news articles on social media.

Sharing tourism experiences in social media

2017 ◽  
Vol 29 (1) ◽  
pp. 179-225 ◽  
Author(s):  
Marios D. Sotiriadis
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Academic Research ◽  
Online Reviews ◽  
Content Type ◽  
Main Research ◽  
Research Themes ◽  
Consumer Perspective ◽  
Use Of Social Media ◽  
The Impact

Purpose The purpose of this paper is twofold: to perform a synthesis of academic research published between 2009 and 2016 regarding the changes in tourism consumer behavior brought about by the use of social media (SM); and to suggest a set of strategies for tourism businesses to seize opportunities and deal with resulting challenges. Design/methodology/approach A volume of 146 peer-reviewed journal articles were retrieved from two major databases. Content analysis of this academic research has been performed, exploring the effects of online reviews on tourism consumers and providers. Findings The content analysis identified three main research themes that were investigated by scholars and classified into two major categories, namely, consumer perspective and provider perspective: the antecedents (factors motivating and influencing tourists); the influence of online reviews on consumer behaviour; and the impact of these reviews on tourism businesses (providers’ perspective). Research limitations/implications This study is based on a literature review and outcomes reported by previous studies; hence, the suggestions are indicative rather than conclusive. Some publication sources were not included. Practical implications This paper suggests a range of adequate strategies, along with operational actions, formulated for industry practitioners in the fields of management and marketing. Originality/value It provides an update of the state of published academic research into SM and an integrated set of management and marketing strategies for tourism providers in seizing the opportunities and dealing with the challenges raised in a digital context.

Investigating the effects of consistent visual identity on social media

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Harsandaldeep Kaur ◽  
Kanwal Roop Kaur
Keyword(s):  
Social Media ◽  
Online Marketing ◽  
Media Environment ◽  
Content Type ◽  
Visual Identity ◽  
Company Reputation ◽  
Social Media Platforms ◽  
Sphere Of Influence ◽  
The Impact ◽  
Practical Implications

Purpose Although the prominence of social media for companies is widely acknowledged, a close examination of the literature reveals a lack of empirical research pertaining to the effect of consistency specifically on social media. Therefore, the purpose of this paper is to fill the gap in social media communication concerning the effect of consistent visual identity on social media users. Design/methodology/approach The study executed an experiment 2 (corporate visual identity condition) × 2 (organization type) between subjects design to map the effects of consistent visual identity on social media users appreciation of the visual identity, attitude toward the company, reputation and intention to commit to a company on social media. Findings The results of the study indicated the significant effects of consistent visual identity on social media users over the inconsistent conditions of visual identity on all dependent variables. Furthermore, there were insignificant main effects of organization type on general judgment, credibility, distinctiveness and reputation of the company. Practical implications This study presents the effects of consistent visual identity on social media platforms. The research will help marketing academicians, graphic designers and social media practitioners in online marketing by using its practical implications to strategically positioning their corporate brand in a social media environment. Originality/value This study provides novel insights on the impact of consistency on social media users. This is the first study to determine the role of consistent visual identity in the social media environment. It thereby adds to the literature of visual identity by developing the sphere of influence of consistency and its effects toward the user’s attitude.

How can European museums reach sustainability?

2017 ◽  
Vol 72 (3) ◽  
pp. 303-318 ◽  
Author(s):  
Nuria Recuero Virto ◽  
Maria Francisca Blasco López ◽  
Sonia San-Martín
Keyword(s):  
Market Orientation ◽  
Customer Value ◽  
Design Methodology ◽  
Marketing Strategies ◽  
Value For Money ◽  
Content Type ◽  
Value Perceptions ◽  
Decision Making Processes ◽  
The Impact ◽  
Practical Implications

Purpose This research aims to provide evidence of the impacts of market orientation, customer value approach (through prestige, value for money and reputation for quality) and innovation on museum sustainability. Design/methodology/approach The model is analysed through partial least squares (PLS-SEM), using a sample of 549 European museums. Findings The results reveal that reputation for quality, prestige, innovation and value for money positively and significantly influence museum sustainability. Interestingly, the most meaningful linkage is between market orientation and innovation. Practical implications This research helps museums that need to increase their customer value and innovativeness so as to ensure museum sustainability. It proves that museum managers have to increase employees’ involvement in decision-making processes. Originality/value By using a wide sample of European museums, this study suggests that museum managers need to consider the impact of marketing strategies and customer value perceptions on the economic and social sustainability of museums.

Modelling factors of social media usage by B2B salespersons: an emerging market study

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ratan Kumar ◽  
Vibhava Srivastava
Keyword(s):  
Social Media ◽  
Social Factors ◽  
Emerging Market ◽  
Organizational Factors ◽  
Perceived Usefulness ◽  
Individual Factors ◽  
Intention To Use ◽  
Content Type ◽  
Media Usage ◽  
The Impact

Purpose The purpose of this study is to extend and contribute to the evolving phenomenon of social media usage by business-to-business (B2B) salespersons. It draws on the interactional psychology model and extended technology acceptance model to explore the said phenomenon. Design/methodology/approach A survey-based quantitative study was carried out. Responses were gathered through a self-administered and structured questionnaire, from 218 B2B salespersons who were pooled in using purposive and snowball sampling. The final data set was subjected to partial least squares-based structural equation modelling using WarpPLS 7.0. Findings This study found that individual factors, namely, salesperson’s social media competence and sales capabilities; organizational factors, namely, organizational commitment and organizational competence; and social factors, namely, image, result demonstrability and subjective norms, contribute positively and significantly towards social media usage by B2B salespeople. The study also found that the impact of individual factors on intention to use social media was partially mediated by its perceived usefulness, while in the case of organizational and social factors, the impact was fully mediated by its perceived ease of use. Research limitations/implications This study provides a valuable addition to the existing literature on sales and social media; however, the contextualization cannot be ignored. Practical implications This study enables firms to understand various factors affecting salespeople’ perception of social media and to make them appreciate its usage in improving sales performance and customer satisfaction. Originality/value It is the first study that models the factors of salespeople’s usage of social media in their job at three levels, namely, individual, organizational and social, and establishes the link between B2B salespersons’ perceived usefulness of social media, sales capabilities, social media competence and intention to use social media.

Social media influencer marketing: the moderating role of materialism

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kian Yeik Koay ◽  
Man Lai Cheung ◽  
Patrick Chin-Hooi Soh ◽  
Chai Wen Teoh
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Moderating Effect ◽  
Partial Least Square ◽  
Least Square ◽  
Content Type ◽  
Decision Making Processes ◽  
The Impact

Purpose Social media influencers (SMIs) have become an important source of influence that affects consumer behaviours in their decision-making processes. As such, this justifies scholarly attention in understanding how SMIs transfer their meanings to endorsed brands and drive consumers’ positive behavioural intentions. With the intention to fill this knowledge gap, this paper aims to examine the impact of SMIs’ credibility, as manifested by trustworthiness, attractiveness and expertise, along with the moderating effects of materialism, on followers’ purchase intention. Design/methodology/approach Self-administrated online surveys were used to collect data from Instagram users. A total of 191 usable data were collected and analysed using partial least square structural equation modelling. Findings The results show that SMIs’ trustworthiness and expertise are significant predictors of followers’ purchase intention. Moreover, the moderating effect of materialism on the relationship between attractiveness and purchase intention is significant. Notably, the influence of attractiveness on purchase intention is greater when materialism is high. Originality/value This research contributes to the SMI literature by examining the influence of SMIs’ trustworthiness, attractiveness and expertise, along with the moderating effect of materialism, on followers’ purchase intention.

How do consumers process online hotel reviews?

2015 ◽  
Vol 6 (2) ◽  
pp. 113-126 ◽  
Author(s):  
Ellen EunKyoo Kyoo Kim ◽  
Chung Hun Lee
Keyword(s):  
Web Sites ◽  
Online Reviews ◽  
The Body ◽  
Consumer Information ◽  
Content Type ◽  
Consumer Review ◽  
Online Consumer ◽  
Online Consumer Review ◽  
The Impact ◽  
Practical Implications

Purpose – The purpose of this paper is to examine how consensus and sequence of electronic word-of-mouth (eWOM) presented on online hotel review Web sites affect consumers’ attitudes toward the company and intention to stay at a hotel. Design/methodology/approach – This experiment used a 2 (consensus: high/low) × 3 (sequence: positive-negative, neutral, negative-positive) between-subjects design. A total of 165 usable data samples were gathered. Both consensus and sequence were manipulated. Findings – The study revealed that the review consensus overrides the impact of the review sequence such that when review ratings are substantially consistent, consumers’ attitudes and intentions to stay at a hotel are not influenced by the sequence of reviews. Research limitations/implications – Other variables such as prior experience with the hotel or biases toward the hotel can affect consumer reactions to such online reviews. Future studies need to reflect on such variables that can moderate or mediate the impact of eWOM consensus and sequence. Practical implications – Our findings suggest that the online consumer review summary information should be used to control the customer message process and when consumer reviews conflict, managers should take note of the sequence in which consumers read the reviews. Originality/value – This paper adds to the body of scholarly research related to consumer information processing and further demonstrates how individuals integrate opinions from several reviews, especially in the online context.

The sociocultural impact of adaptive reuse of immovable cultural heritage from the perspective of direct users and the local community

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Zdzisława Elżbieta Niemczewska
Keyword(s):  
Cultural Heritage ◽  
Design Methodology ◽  
Local Community ◽  
Local Development ◽  
Direct Access ◽  
Content Type ◽  
Decision Making Processes ◽  
The Impact ◽  
Depth Interviews ◽  
Practical Implications

PurposeThe purpose is to show the results of research on sociocultural impact – as one of the pillars of sustainable local development which can be stimulated among others by immovable cultural heritage. The research concerned two groups of respondents: the local community, which does not directly use heritage re-adopted to commercial functions and the community using the heritage in a direct way.Design/methodology/approachSurveys and in-depth interviews were used for the study. Two groups of respondents were surveyed: direct users of immovable re-adopted heritage who have the possibility to use it directly by buying services offered in the studied heritage and the local community representatives for which access to the re-adopted heritage is limited.FindingsIn the case of heritage re-adopted to commercial functions, there are differences in sociocultural impact. The very presence of heritage and only awareness of its existence in a given area is not enough for creating a sociocultural function by it in some aspects. Such heritage does not use its potential fully.Practical implicationsResults of the study may be taken into account by some stakeholders in the case of giving heritage resources contemporary functions especially commercial ones (owners of re-used cultural heritage resources, representatives of local authorities as well as entities responsible for the protection, appropriate use of cultural heritage resources and decision-making processes) to eliminate negative or insufficient effects in creating the sociocultural function of heritage in sustainable local development.Social implicationsSuggested actions undertaken on the basis of this research can increase the impact of immovable cultural heritage adapted for commercial purposes on a larger range of beneficiaries especially the local community. Hence, the extent of such heritage's impact on the sociocultural pillar of sustainable development would increase.Originality/valueSo far, studies on the differences in the sociocultural impact of immovable cultural heritage adapted to commercial, contemporary functions on direct users and no-direct users have not been conducted. Results obtained by this study supplement a certain gap regarding the sociocultural impact of heritage resources on this two groups of stakeholders: groups that have direct access to the heritage resource and groups that have no access to them or this access is limited.

On the drivers of BNDES credit to Brazilian state governments

2019 ◽  
Vol 11 (2) ◽  
pp. 283-302
Author(s):  
Paulo Rogério Faustino Matos ◽  
Jaime de Jesus Filho
Keyword(s):  
Design Methodology ◽  
State Governments ◽  
Content Type ◽  
The Public ◽  
Brazilian State ◽  
National Economic ◽  
Decision Making Processes ◽  
The Impact ◽  
Practical Implications

Purpose This paper aims to address the discussion on the credit disbursement of US$28.6bn from Brazilian National Economic and Social Development Bank (BNDES) to Brazilian state governments during the period from 2009 to 2014. They try to identify the main drivers of the credit allocation in both cross state and time. Design/methodology/approach The authors use a dynamic balanced panel to estimate the role of technical and socioeconomic variables. Findings The results suggest that the states’ need for financing via BNDES exhibits neither inertial nor explosive behavior. The authors find an efficiency elasticity of this resource of 0.20. In addition, the impact of a positive change in the state fiscal status leads to an increase of 2.5 per cent in the indebtedness capacity. Finally, they find that wealthier states are more successful in demanding credit from BNDES. Practical implications This analysis of resource allocation is useful for modeling the determinants of international financial institutions as central planners. The authors also invite researchers to discuss the decision-making processes that characterize the federative pact in Brazil. Originality/value Although a burgeoning body of literature has examined the role of BNDES as a creditor institution for firms, its relationship with the public sector, in special subnational governments, has been rarely studied.

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